IKEA Spain is introducing a rebellious idea into Christmas this year – What if less Christmas was more Christmas? The season of joy and goodwill is often anything but. Preparing for Christmas, as IKEA notes, is often a “challenge as big as a major international event”. McCann Spain has turned that into a humorous, action-packed film about the Vallejo family, who enlist the help of an international event planner to schedule their Christmas festivities as if they were part of a world summit: work dinners, Christmas performances, shopping for Christmas dinner, the Three Wise Men parade…
To support the idea, IKEA carried out the study, What if less Christmas was more Christmas?, where it delved into the feelings and emotions that Spaniards feel during this period, analysing the stress resulting from the planning and organisation that goes into Christmas activities. In answer to that question, 48% of survey respondents said that they had experienced that stress.
“At IKEA, we’re back on the scene with a Christmas campaign that will hopefully put a smile on the faces of those who can relate to having to plan out all their Christmas festivities. We’re aware that there are people who will be experiencing loneliness during this period, but we wanted our campaign to reflect the 50% of Spaniards who, according to data from our study, have found themselves feeling stressed at times from all the planning and organising when it comes to Christmas activities. We wanted to invite them to have a simpler Christmas at home, but always with a touch of IKEA humour,” explained Gabriel Ladaria, marketing director at IKEA Spain.
Credits
Client: Ikea Spain
Creative Agency: McCann Spain
Creatives: Emiliano González De Pietri, Miguel Madariaga, Ander Mendivil, David Valgañon, Raquel Verdugo & Alma López
Business Team: Javier Pascual, Elena Rodríguez, Andrea Cabezudo & Maria José Comba
Planners: Agustín Soriano & Maria Goñi
Production: Craft Spain
Chief Production Officer: Paloma Adrien
Executive Producer: María Iglesias
Producers: Martín Beilin & Nieves Antuña
Production: Primo Content Spain
Directors: Martín Kalina & Dani Fortuny
Director of Photography: Octavio Arias
Executive Producer: Victoria Piantini
Producer: Assaf Eldar
Post-Production: Craft Spain
Editors: Marc Soria. Luna Martín & Pablo Marchetto
Director: Vanessa Pizarro
Coordinators: Sara Del Tío & Marisa Mesonero
Post Production & VFX: Metropolitana
