To launch IKEA’s 2011 catalogue and its new brand positioning, ‘Happy Inside’, we conducted an experiment to put IKEA products to the test. We released 100 cats into IKEA’s Wembley store to see what furniture made them happy inside. ‘Cats’ was a commercial that brought ‘Happy Inside’ to life. The campaign has had millions of views on YouTube and has generated tens of thousands of tweets.
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