Never mind that Dad knows how to braid hair, Norwegian agency SMFB (creative) and MediaMonks (direction and production) have created a slice of family life story that could be yours (Jonathan has his first crush, Dad wants to cuddle – Mum’s too busy…).

This film, Where Good Days Start with its wonderful film qualities, is also an Ikea catalogue for its Bed & Bathroom collection – and the first Ikea Catalogue that can be explored through a story.

Interactive film here. (Turn on English sub-titles top right corner)

IKEA – Where good days start – TVC 60 sec. from SMFB on Vimeo.

“In true Ikea fashion, the film is loaded with ‘hidden’ possibilities – extra scenes and content that can be discovered by interacting with the story,” MediaMonks explained.

“The idea was to surprise viewers throughout the film,” said MediaMonks interactive director, Jeroen van der Meer, who collaborated with film director Tom Rijpert on the project. “With a score of extra content, you can diverge from the main storyline at any point during the film to learn more about the featured family members and products in short, interactive scenes.”

IKEA – Where Good Days Start – Trailer from SMFB on Vimeo.

Alexander Gjersøe, creative at SMFB said: “‘Where Good Days Start’ celebrates the ordinary – the rituals we all recognise and live – to make for a story that everyone can relate to. IKEA knows life at home like no other, and the start of the day is the most important part of it. This campaign isn’t so much about the latest IKEA products but about the role these products play in our lives.”

The campaign is running in Norway with the interactive film, online teasers, social media, and 30 and 60 second TVCs.

Creative credits:

Agency: SMBF

Creatives: Alexander Gjersøe, André Koot, Hans Martin Roenneseth & Hans Magne Ekre

Designers: Stina Norgren & Nicklas Hellborg

Project manager: Mari Engen

Motion graphics designer: Arnar Halldorsson

Digital director: Christoffer Lorang Dahl

Strategic/planning director: Kristian Kristiansen

Banner production: SMFB Factory

Campaign activation: SMFB Engine

Production Company: MediaMonks

Director: Tom Rijpert

Executive producers: Joris Pol, Noor van Geloven

Producers / PM: Thomas Smit, Dennis de Rooy

Editors: Sander van Wijk, Will Judge

Post production company: MediaMonks Films, de Grot, Glassworks

Executive creative director: Jeroen van der Meer

Senior designer: Bas Strien

Art director: Matthijs Kip

Senior illustrator: Edouard Relou

Head of post production:  Okke Voerman

Senior compositor: Richard van Dusschoten

3D modeling: Ivo Diependaal, Tashina van Zwam

3D physics: Martijn Grootendorst

3D animator: Rik Schutte

Compositing: Melissa van het Spijker

Flash developer: Roland den Hertog, Corstiaan Smorenburg

HTML developer: Lars van Braam

Lead action script: Stephan Bezoen

JS developer: Peter van der Noord

Game developer: Mark Knol

Back-end developer: Chase Sillevis

Animation director: Pierre Nelwan

Senior Animator: Vincent Mei

Animators: Michiel Schellekens, Jeremy Woons, Peter Oosterhoff, Arjan Dekker & Patrick Brem

Music: Jorrit Kleijnen

Senior sound designer: Dave van Luttervelt

Sound designer: Lars van Leeuwen

Music TVC

Artist: Fred Åkerström

Song: “Jag ger dig min morgon”