2016 Winners & Shortlists

SHADOWS

Short List
Client/BrandIKEA
Product/ServiceBEDROOM & BATHROOM
EntrantGMASCO Dubai, UNITED ARAB EMIRATES
Type of EntryFilm: TV / Cinema
CategoryHousehold, Home Appliances & Furnishings, Home Electronics & Audio-Visual
Entrant Company GMASCO Dubai, UNITED ARAB EMIRATES
Advertising Agency GMASCO Dubai, UNITED ARAB EMIRATES
Production Company MILKSHAKE MEDIA Dubai, UNITED ARAB EMIRATES

The Campaign

To elevate the brand to an emotional platform by engaging the target audience with a series of digital and cinema films – propelled online through YouTube, IKEA’s website, and other social media (3 films with 3 different endings) - to showcase a compelling insight which plays on the hidden truth that a part of every person wants to remain behind in their IKEA bedroom and bathroom, inspired to escape the hustle and bustle of everyday life. This commercial showcases a day-in-the-life of a typical IKEA family, where they go about the various rituals of the day from getting up in the morning to going about their work day to returning home. The play on the insight is with a "physical" part of them, the family's shadows, staying back at home to enjoy the IKEA bedroom/bathroom and escape the hustle of daily life.

Credits

Name Company Position
Rishad Lawyer GMASCO Creative Director
Kiran Rao GMASCO Senior Art Director
Chucri Helayel GMASCO Client Services Director
Elias Qarut GMASCO Account Director
Ritwik Sen GMASCO Senior Account Manager
Tahani Audi GMASCO Senior Account Executive
Fernando Livchitz Milkshake Media Director
Dev Vaswani Milkshake Media Executive Producer
Mik Allen Milkshake Media Director Of Photography
Vinod Iyer Milkshake Media Line Producer
Usama Qasem IKEA Regional Digital Marketing Manager
James McGowan IKEA Regional Brand Manager
Ali Hosny IKEA Catalogue Manager