My Ikea At Home

Ikea's new branding campaign finds the company trying to switch its American Idenity.Currently Ikea is seen at those kooky swedes with their cheap and mod furniture. From a PR stance this approach work for the company and works on customers funny bones and their wallets. However this new campaign shoots straight for the customers heart.http://www.blogger.com/img/gl.link.gif
My American At Home is the new project of two of Americas most famous photographers. An ambitious project, My America At Home finds the duo calling for photographs from peoeple all across the US over the period of seven days, which will eventually be culled together in a new book/project.However the duo has gotten home furnishing giant IKEA to support the project. Not only will the company highlight the project in their stores and online store. While it may be a nifty project, IKEA is using this to tie in with their new branding campaign. "Home is the most important place in the world"
Brian Solis of PR 2.0 recently poseted about this approach to marketing where consumers get into a product through conversations or dialouges such as this competition tie in.

This differs slightly from the campaign that they have launched in the Uk titled Not going anywhere. Not going anywhere finds IKEA (and they only very recently added their logo and updated the site) to have owners take pride in their homes....which means to furnish them well...with IKEA.
While these two programs offer slightly IKEA is still trying to associate an "we're all in this together" mentality, weather it be as a collective piece of art/social project or a rebellion against consumeristic real estate.