Situation:

Unfortunately, recent market research has shown that IKEA has lost its power to inspire. This a hard fact to accept, seeing as IKEA wants to be the brand for inspiration when it comes to life at home.

Brief:

The new IKEA platform "Inspired by life" is now to be brought literally to life through likable, joyful, and true-to-life messaging. The campaign is the start of a new era for IKEA Germany, Switzerland, and Austria. As always, in countless formats and for various moving image channels ranging from Instagram to TV and cinema all the way to the in-store channel.

Objectives:

Reposition IKEA as the brand for inspiration and strengthen its image as a provider of ideas for living at home with slice-of-life moments that are comprehensible to all.

We filmed on 35mm film stock to achieve a rich and textured look that feels lively and organic. The high but pleasantly soft resolution allowed us to tinker with the image resulting in a more magical and surreal visual language that reflects the power and beauty of imagination. Just as weird and natural as our brains work when we begin to dream about the future. During this project we even coined a new term.

"Flash forwards" for us became “future memories”.