IKEA changes the story
A subtle series of spots from the Swedish homeware retailer captures life’s biggest shifts through a simple product price tag.
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Credits
View on- Agency Akestam Holst NoA/Stockholm
- Production Company B-Reel Films/Europe
- Director Torbjorn Martin
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Credits
View on- Agency Akestam Holst NoA/Stockholm
- Production Company B-Reel Films/Europe
- Director Torbjorn Martin
- Creative Director Daniel Vaccino
- Art Director Michal Sitkiewicz
- Art Director Eva Wallmark
- Copywriter Rickard Beskow
- Motion Graphics Designer Pellen Wegler
- Producer Leila Widgren
- DP Sophia Olsson
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Akestam Holst NoA/Stockholm
- Production Company B-Reel Films/Europe
- Director Torbjorn Martin
- Creative Director Daniel Vaccino
- Art Director Michal Sitkiewicz
- Art Director Eva Wallmark
- Copywriter Rickard Beskow
- Motion Graphics Designer Pellen Wegler
- Producer Leila Widgren
- DP Sophia Olsson
Created by Åkestam Holst NoA and directed by Torbjorn Martin through B-Reel Films, this smart, sensitive and playful campaign from Swedish homeware brand IKEA uses its product’s titles and price tags as storytellers of change.
The films, titled Wherever Life Goes, each consist of a simplistic, single shot paired with a label from one of IKEA's essential items; cots, double beds, moving boxes. Without even showing the product, the price tag serves as a clever narrative element, painting an emotive story of a person at a pivotal moment in their life.
“There are many things that are iconic about IKEA, and the price tag is one of them. By letting something as simple as a price tag become a central part of the storytelling, we can capture the moments that lead to change and show how IKEA can support you through them. A kiss is just a kiss, but it can also be the start of a relationship that means your home needs to adapt,” says Michal Sitkiewicz, Art Director, Åkestam Holst NoA.
