Cream’s director Elizabeth Hudson scripted the video as part of a social media campaign for client UK Water Features. It wanted to fight back after Ikea launched its “Say No to Gnomes” TV adverts earlier this year.
UK Water Features and Cream took action after the Ikea ads showed innocent gnomes being blow-up and smashed to smithereens.
Cream launched its own campaign featuring UK Water Feature’s mascot gnome Walter Bucket.
Elizabeth scripted a You Tube video called Yes2Gnomes, where the little gnomes fight back by threatening to chainsaw through a Billy bookcase.
The video has the tagline: “IKEA’S attempt to throw us out and replace us with affordable flat packed garden furniture is simply ridiculous. The time has come to fight back!”
Sixty Second Video filmed the video and there was a Walter blog.
Elizabeth also created a twitter account @walterbucket – a tweet about the video was re-tweeted by magician Paul Daniels to his 52,602 followers.
The campaign gathered speed when Chelsea Flower Show overturned a long-standing ban on gnomes and allowed them back into its grounds in 2013.
The You Tube video attracted 2,690 hits and went as far afield as Europe – where it was spotted by the corporate communication team at RWE, Germany’s biggest electricity producer and mother company to npower.
The team was so impressed, they have invited Elizabeth to speak to a social media conference in Essen, Germany, on Thursday.
Around 70 colleagues from the RWE group, from the UK, Netherlands and Eastern Europe, will discuss the year’s best campaigns.
Stefan Balazs, from RWE’s internal comms team, said:
“We read about Cream’s social media campaign against IKEA and loved the story.
“The campaign is really great and we wanted to give colleagues a chance to hear more about it.
“Once a year we have an internal social media conference were we look at campaigns and we’re always looking for external speakers to give insights into successful projects.”
“This was an ideal opportunity to have some fun with a campaign and we really enjoyed the tongue-in-cheek poke at Ikea.
“It also showed that thanks to social media, campaigns can reach thousands of people on a very small budget.
“A Barnsley company was able to take on international giant Ikea through You Tube, twitter and blogging, something which would have been unthinkable without the might of social media.”
Cream was recently awarded Highly Commended in Most Promising Start-u’ category at the Barnsley and Rotherham Chamber of Commerce annual awards.
And Cream has also been nominated in three categories in the PR industry’s equivalent of “Oscars” -the CIPR PRide awards for Yorkshire and Lincs.
These categories include ‘Outstanding Small Consultancy’, ‘Best Corporate and Business Communication Campaign’ and ‘Outstanding Young Communicator’.
The CIPR PRide winners will be announced at a dinner in Leeds in November.