2015 Winners & Shortlists

IKEA ALL UNDER ONE ROOF COPY

BrandIKEA
Product/ServiceFURNISHING
EntrantIMPACT BBDO Cairo, EGYPT
CategoryHousehold, Home Appliances & Furnishings, Home Electronics & Audio-Visual
Entrant Company IMPACT BBDO Cairo, EGYPT
Advertising Agency IMPACT BBDO Cairo, EGYPT
Media Agency OMD Cairo, EGYPT
Production Company ASAP Cairo, EGYPT

Brief Explanation

IKEA is a new phenomenon for almost every Egyptian. Never before has there been a store where Egyptians can visit and buy all they need in one go. So in honor of that insight, we decided to create an overly exaggerated TV spot showing the Egyptian public how hectic and disastrous their lives would be if they continue to furnish their houses without IKEA. The video shows a groom and his mother-in-law get into an argument over her furniture demands. The video is shot in epic slow motion in order for the viewers to grasp every tiny detail of the calamitous consequences. All was meticulously shot, starting with the pie in the face and ending with an uppercut punch. Who would have thought that a dining table would cause a massive wedding brawl? Culturally, seldom do mother in laws make things go easy for the groom during the wedding preparations in Egypt. This is down to the in laws being overly protective over their daughters. This was perfectly depicted in the film, where the mother in law decided to leave no stone unturned even until the final seconds of the marriage. And now, marriage is easy.

Credits

Name Company Role
Emile Tabanji Impact BBDO Cairo Managing Director
Hussam Mourou Impact BBDO Cairo Executive Creative Director
Mostafa Hamza Impact BBDO Cairo Associate Creative Director
Amr Abdelwahab Impact BBDO Cairo Copywriter
Aida Nassar Impact BBDO Cairo Business Director
Amira Alaa Impact BBDO Cairo Account Manager
Mohamed Hamad OMD Director
Kareem Dabbagh OMD Senior Planner