A satirical IKEA campaign featured in newspapers in the wake of the ALP's ousting of Kevin Rudd has been announced as the winner of a major newspaper advertising award.

The ad, featuring IKEA's Hemnes glass door cabinet (pictured) along with the tag-line "Kevin, here's a cabinet that won't let you down", was printed in newspapers simultaneous to coverage of Julia Gillard's takeover as PM.

Created by Sydney creative agency Host, the ad has been announced as the June/July winner of the Could Be a Caxton award. Could Be a Caxton is a bi-monthly offshoot of the annual Caxton Awards, which recognise creative excellence in newspaper advertising.

Ben Welsh, executive creative director of M&C Saatchi and the judge of the June/July competition, described the ad as: "A great use of newspapers, it made me laugh".

In other IKEA news, the retailer has commissioned an independent Future Kitchen report* from UK forecaster The Future Laboratory detailing the shape of kitchens by 2040.

According the report, in 30 years' time, kitchens will respond actively to users' needs, resulting in IKEA's proposed INTUITIV kitchen, which features mood sensors and a fridge that selects nutritional meal options. Meanwhile the ELEMENTARA kitchen will encourage users to grow their own food and be self-sufficient, with a garden or mini allotment as a standard extension of the room. Food will be kept cool through cold larders and recycling facilities will be seamlessly incorporated into the kitchen. Finally, the SKARP kitchen will be a ‘smart' kitchen featuring synchronised appliances that utilise iPad style devices to act as the ‘brain' of the kitchen.

 

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