Another not playful spot from Ikea. Hot on the heels of its horror spot against intimate partner violence, Ikea is campaigning against food waste at Christmas with a commercial in which giant items of food rain down on the world. The new spot, by Instinct BBDO and Great Guns director, Ilya Naishuller, does though, resolve itself with an Ikea product solution – its food storage range.
Naishuller commented, “Every holiday season, it is tradition to go all out on cooking festive feasts. This occasionally means we have great gatherings with an overabundance of dishes that end up in the garbage. The idea for this spot was to provoke the viewer to question how much they really need to cook and to look into saving food via IKEA’s affordable plastic containers.
“The original brief featured a boy hanging out on Christmas Eve and seeing scraps of food and dishes drop out of the sky. After working together with the creatives, we decided to increase the falling food’s proportions so that they were huge, making us feel both wonder and danger. My goal was to combine a sense of adventure (the tangerine clearly a homage to Indiana Jones’ boulder run) and striking visuals to amplify the public service announcement.
“It’s a wonderful opportunity to be able to make something fun and enjoyable for the viewer that also has potential to make a little bit of a positive change. With the release deadline coming in fast, we didn’t have the time to go the CGI route, so all the otherworldly elements were shot by way of tabletop, which is something I’ve never done before and was a complete blast.”
Credits:
Agency: Instinct BBDO
Chief Creative Directors: Yaroslav Orlov & Roman Firainer
Associate Creative Directors: Antonina Pirogova & Evgeny Golovan
Strategic Planning Director: Anna Zakharova
Client Service Director: Marina Vershinina
Group Account Director: Irina Gornova
Senior Account Manager: Ksenia Mikhaylova
Producer: Tatiana Dmitrieva
Production Company: Alfa Film
Executive Producer: Petr Ilin
Producer: Leonid Lukyanov
Junior Producer: Alexandra Bravova
Other
Director: Ilya Naishuller (represented by Great Guns ex. Russia
Camera Operator: Daria Grafova
Production Designer: Elizaveta Lavinskaya
1st AD: Elena Alasheeva
Graphic Studio: CGF
Client: IKEA Russia
Marketing Director: Inna Romagnoli
Marketing Communication Manager: Anna Fokina
Marketing Communications Leader Cluster: Olga Belyaeva
Marketing Communications Specialist Cluster: Olga Chernova
Content Specialists: Julia Gorina & Olga Trukets
Digital Content Specialist: Galina Malashkova
