Agency, Try, and Bacon director, Jakob Marky, have given IKEA what every brand wants – empathy delivered in a way that feels like a personal hug of understanding.
Each film in the new campaign is a cleverly narrated small story. A perfectly executed example of less is more. The campaign embraces sensitive themes such as infertility, infidelity, and dementia — but also student life, parties, and everyday moments with picky toddlers.
The campaign also launches IKEA Norway’s new communication platform, Made for Life, that will encompass everything IKEA wants to share in the coming years.
“No one knows life at home better than IKEA, and we wanted to show how our products are actually used out there,” stated Annika Mørch Asté, marketing communication manager at IKEA. “IKEA products are there through it all; the good days, the hard days, and all the everyday moments in between.”
Senior creatives at Try, Eirik Sørensen and Caroline Riis, added, “Life consists of more than Instagram moments, and it’s fantastic that IKEA dares to acknowledge this. We thought it might be nice to let the well-known and strict IKEA price points tell real and heartfelt stories about the lives of many people out there.”
The campaign consists of 11 films in total, along with several print and outdoor ads.
Credits:
Client: IKEA Norway
Marketing Communication Manager IKEA: Annika Mørch Asté
Marketing Communication Specialist: Ina Lima
Content Specialist: Johan Christian Hafstad
Agency: Try
Senior Creatives: Eirik Sørensen & Caroline Riis
Project Lead: Marte Heiersted
Consultant: Trond Sandø
Designer: Mats Mæland
Production Company: Bacon
Director: Jakob Marky
Executive Producer: Magne Lyngner
Producer: Øystein Dyb
Junior Producer: Kristi Kjerpeset
Director’s Assistant: Markus Tangre
DOP: Benjamin Loeb
Production Designer: Astrid Maria Sætren
1st AD: Jens Patterson
Grade: Julian Alary /TMLS
Sound Design: Ellinor Nilsson
Music: Benjamin Nerheim
Post Producer: Herlaug Olsen
Online: Christopher Ekdahl
Locations Manager: Magnus Moen, FTE locations
1st AC: Ola Austad
2nd AC: Christoffer Bya
Grip: Bob Carho
Gaffer: Olav Haddeland
Props: Asbjørn Johnsen & Trine Kvarud
