Here are some Everyday Hero facts from Forsman & Bodenfors that you’re unlikely to know:
- We began to use clothes hangers in 1850.
- The world’s oldest mattress is 77 000 years old and was found in a cave in South Africa.
- The first toilet roll was launched in 1871.
- In an average lifetime we spend three years on the toilet.
- The world’s oldest light bulb was installed 1901 at a fire station in California and is still burning.
- Most people wash their hands for six seconds.
Forsman & Bodenfors has noticed that the world is full of Everyday Heroes, like the toilet brush, clothes hanger and wall-mounted hook behind the door.
“Without thinking, we rely on them daily and it’s not until they’re gone that we miss them dearly. Unlike furniture we proudly place in the centre of a room for people to gather around and admire, the life of an everyday hero is secluded and sometimes, quite dreadful. Day in and day out, they do their best to improve our lives at home. In return, they’re literately getting spat on, stepped on and “put in a corner,” F&B notes.
So the agency that thinks in striking oblique offshoots, has created an Ikea tribute to these Everyday Heroes, adding a little lively wit and a helluva lot of remarkable production values.
Kudos to director, Joachim Back, for injecting both into the creative with the utmost finesse.
Praise from the world’s most awarded agency is high praise indeed. This is what F&B said about Back’s input: “With masterful compositions, worthy of a feature film, Back’s visuals transform the prosaic into the epic. The unsung everyday heroes are all given a gloss of grandeur, while the stirring voice of English actor Terence Stamp, almost feel as if Gandalf himself is commanding you to honour your bath mat.”
“To really get under the skin of these everyday heroes, I lived with them for 42 years. I’m full of admiration and it feels good to be part of this tribute”, Back quipped back.
In addition to the tribute film, several selected products will, for the first time ever, get the opportunity to speak their minds. A Twitter account has been set up for these unsung heroes to tweet about their everyday struggles and thoughts.
Note: Applauding Everyday Heroes is apparently an ad idea F&B thinks has legs:
Creative credits:
Agency: Forsman & Bodenfors
Art director: Adam Ulvegärde
Copywriter: Joakim Labraaten
Designer: Martin Joelsson
Agency Producer: Jens Odelbring
Digital Producer: Peter Gaudiano & Jimmy Wulff
Production company: Anonymous Content
Director: Joachim Back
Executive producer: Eric Stern
Producer: Brian Quinlan
Director of Photography: Jan Velicky
Editor: Jeppe Bodskov
