The film opens in a sterile white room set, where everything from books to houseplants are plain and blend into one another. We use music to bring the place to life, in an ever-changing music video where textiles and other elements change to every beat of the song as the band plays their instruments expressively. IKEA textiles can be mixed and matched in hundreds of different ways - this was the perfect platform to display them in a seamless and entertaining fashion. As well as rugs and wall-hangings, the video also playfully changes the food on the table, the musicians’ costumes, and even the breed of a dog.

We partnered with acclaimed indie pop band Teleman to make a legitimate full length music video which would sit on YouTube whilst individual cutdowns formed the brand’s first ever Instagram Stories activity. It was a key part of the broader campaign which encouraged people to ‘Be a Maverick with Fabric’ across TV, OOH, an Online Quiz and a fashion collaboration.

The film launched in April, so it is too early for in-depth analysis.

In the first week we reached 2,677,722 consumers, generating 975,215 views on Facebook, with 3,443 clicks thrus to IKEA.com. On Instagram the IKEA x Teleman achieved IKEA’s highest completion rate of 33.36%.

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