| Brand | IKEA |
| Product/Service | BEDROOM & BATHROOM |
| Entrant | GMASCO Dubai, UNITED ARAB EMIRATES |
| Category | Household, Home Appliances & Furnishings, Home Electronics & Audio-Visual |
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Entrant Company
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GMASCO Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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GMASCO Dubai, UNITED ARAB EMIRATES
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Production Company
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MILKSHAKE MEDIA Dubai, UNITED ARAB EMIRATES
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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
| 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 |