Brand | IKEA UAE |
Product/Service | IKEA 2018 CATALOGUE |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Durable Consumer Goods, including Cars |
Idea Creation
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Production
|
BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film.
In a dystopian world not unlike ours, we follow the footsteps of a working ‘humanoid’ as he makes his way home after a busy workday. We observe as he walks through coldly lit corridors among other expressionless humanoids going about their daily routine without interaction. It’s a world that feels futuristic, but oddly familiar.
It’s only until our protagonist arrives home that we see signs of life awaken in him. He walks into his warmly-lit living room and reclines on his couch, shutting his tired eyes. His family runs over to welcome him home, and he awakens to find that he has returned to who he is on the inside—a family man with a loving wife, children, and a home furnished with IKEA furniture.
It’s a reminder that we can always come back home to be ourselves, because home is where we feel alive again.
Cultural/Context information for the jury.
There has never been a more challenging time for us to strike a balance between our work and life. We are in the business of being busy, often working ourselves to physical and mental exhaustion long after office hours. And when that becomes routine, we become less of ourselves, ignoring meaningful human interaction for the cold comfort of a blue screen. We become dehumanized.
Last year, workplace stress was recorded at an all-time high in the region, with studies revealing that 85% of employees felt unengaged with their work. At the same time, IKEA was launching its new 2018 Catalogue with a focus on Life at Home.
IKEA believes that home is where we can truly be ourselves again. A place free of expectations, where we can spend time with what matters to us most. It’s where we feel alive again.
Credits
Juggi Ramakrishnan |
Memac Ogilvy Dubai |
Chief Creative Officer |
Juliana Paracencio |
Memac Ogilvy Dubai |
Creative Director |
Hugo Rochette |
Memac Ogilvy Dubai |
Art Director |
Aditya Hariharan |
Memac Ogilvy Dubai |
Copywriter |
Luke Morris |
Memac Ogilvy Dubai |
Head of Production |
Aly Seifelnasr |
Freelance |
Producer |
Tarek Shawki |
Memac Ogilvy Dubai |
Business Director |
Mahmoud Hassan |
Memac Ogilvy Dubai |
Group Account Director |
Ami Popat |
Memac Ogilvy Dubai |
Senior Account Manager |
Santiago Zannou |
Big Kahuna Films |
Director |
Chady El Khal |
Big Kahuna Films |
Producer |
Claudia Ibrahim |
Big Kahuna Films |
Post Production |
James Adey |
Big Kahuna Films |
Director Of Photography |
David Zavadescu |
Big Kahuna Films |
Editor |
Charbel Naimeh |
Big Kahuna Films |
Art Director |
Joe Sassine |
Big Kahuna Films |
Photographer |
Angela Schnoeke-Paasch |
Big Kahuna Films |
Wardrobe Stylist |
Merve Cangokce |
Big Kahuna Films |
Make Up Artist |
Pixelmob |
Pixelmob |
Post Production |
Carla Klumpenaar |
IKEA UAE |
IKEA Regional General Manager Marketing, Communication and Interior Design |
Amer Yaghi |
IKEA UAE |
IKEA Regional Communication Manager |
Binita Chowdhury |
IKEA UAE |
IKEA PR & Communication Specialist |
Links
Video URL