What happens when you let 100 housecats loose in an enormous IKEA superstore? One clue: Not one high-tailed it to the $4.99 meatball line or ball pit of hell.
Why Housecats You Ask?
The experiment of releasing 100 cats into IKEA was the brainchild of Mother London, IKEA UK's ad agency. As part of their new advertising campaign for IKEA, they wanted to see how 100 cats would make themselves at home inside a superstore.The result is a stylistically beautiful one-minute ad that is nothing short of adoro!
Feh Tarty, creative director of the ad tells the Guardian, "Cats know better than anything what makes them feel happy inside, they live their lives in pursuit of their own comfort. So we released a hundred cats in to the Ikea Wembley store, for real, to see where they went and what furniture made them happy."
Hats off to Mother London for the beautifully executed finished piece. Check out the video below for a fun look behind the experiment of IKEA UK's release of 100 house cats into its Wembley store.
ps. I particularly enjoyed watching the cats investigate the LACK, MUCK, FAARFEGNUTGEN, BERGSBO and AAACK models – didn't you?