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Testing - Outdoor Chair

Radio & Audio
Home Furnishings/Appliances

Silver Winner

Entrant: 303 MullenLowe, Perth
IKEA - "Outdoor Chair"

Corporate Name of Client: IKEA

Client Marketing Director: Nigel Richardson

Agency: 303 MullenLowe, Perth

Chief Creative Officer: Richard Berney

Executive Creative Director: Joe Hawkins

Production Company: Soundbyte

Directors: Brad Habib/Joe Hawkins

Senior Executive Producer: Kelly Dobbin

Audio Engineer: Brad Habib

Voice-Over: Johan Tjaeder/Jonas Edner/Ingrid Paxton


Description of the Project:
IKEA famously puts all of its furniture through stress tests – a series of repetitive tests to check strength and durability.
 
To launch their new range of outdoor furniture in Australia, IKEA’s Swedish furniture testers made sure the furniture was fit for Australian conditions.  So they pretended to be Australian when they tested it.
 
Cultural Context
As IKEA’s furniture testers are Swedish, their idea of Australia and what Australian’s say is stereo-typically Australian.
 
In each spot, the Swedish testers use clichéd Australian expressions and words such as;
G’day (Good day/Hello),
No worries, mate (Not a problem/That’s ok)
Snag (sausage),
Take a load off (relax),
Get my tan on (Get a suntan)
Struth (Wow!)
Scorcher of a day (It’s a very hot day)
Hot as (It’s as hot as something that’s very hot)