“This included data from hundreds of home visits,” explained Li. “Home visits are important to us because we’re curious to understand how real people live, and what their frustrations, needs and dreams are. We also look at the emotional needs our customers have for their homes and understand the gaps.”
The data uncovered some ideas for McCann to use as a starting point: 60% of people globally felt positive about their current home life, while 52% said home was their favorite place to be. However, 40% said they were worried about household finances and disposable income. Ikea’s research also identified a global “long-term moderate upward trend in stress, worry and sadness.”
We knew we needed a rallying cry that could uplift and inspire people across the globe.
Emiliano González DePietri, CCO, McCann Worldgroup Spain
These insights gave rise to “Home Can Do It,” a new global tagline for Ikea of which “Do to This Home” is the first iteration.
Emiliano González DePietri, chief creative officer at McCann Worldgroup Spain, said the brand wanted to remind the world that we can all create feel-good moments at home without spending a lot.
“If you think about it, Ikea has been one of the great democratizers of design,” he asserted. “And amid this cost-of-living crisis, its role has become more relevant than ever. We knew we needed a rallying cry that could uplift and inspire people across the globe, reminding them that their homes are not just there to contain their stuff, but to support them in all their endeavors.”
DePietri worked with creative teams from McCann offices in LATAM, North America, U.K., EMEA and APAC to bring the brief to life.
