Turns out Ikea really does have a storage solution for everything. The Elder Scrolls V: Skyrim has been a best-selling fantasy game ever since it launched 15 years ago, but players have always been frustrated by the mechanism that means their avatars are slowed down if they are carrying too many items.
Enter Ikea’s Kallax storage system as an unlikely main character in the game, which has been reconfigured in partnership with Mother London to create a repository for players’ swag. The Kallax can be summoned at any time and it even has a voice and a personality, provided by BAFTA-winning actor and comedian Matt Berry.
Kemi Anthony, marketing communications manager at IKEA UK and IE, said: “In bringing KALLAX to life we hope to make a meaningful difference for Skyrim players, with a touch of added IKEA playfulness. We’re looking forward to seeing how this cross-channel campaign resonates with such an engaged and enthusiastic audience as IKEA – and its smart storage solutions – enter a whole new world.”
Nick Hallbery, executive creative director at Mother, said: “IKEA has been solving storage problems for years, but bad storage isn’t only a real-world issue. As longtime Skyrim fans, we knew how rampant the discourse was around the game’s lack of storage solutions — which is exactly why this felt like the perfect collab. What we’ve orchestrated is a fan-first entry for IKEA into this world, bringing players a genuinely helpful solution in a way that’s completely unexpected.”
Mother is supposed to be handing over the reigns of Ikea’s UK & Ireland account to VCCP from September 1st. Great to see they are keeping up the magic and inventiveness to the very end.
MAA creative scale: 8
