2019 Winners & Shortlists

FEEL ALIVE AGAIN

BrandIKEA UAE
Product/ServiceIKEA 2018 CATALOGUE
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryDurable 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

Name Company Role
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
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