2022 Winners & Shortlists

Write a short summary of what happens in the film

The day when everything changed. We all have experienced it at least once in our life. We showed how people were overcoming even the saddest or most unexpected changes, using the universal language of music and singing about them. The video shows the lives of real people with real challenges. It throws light on the days when the course of their life changed in a wide range of scenarios including; the day they got married, the day they found out they were pregnant, the day they lost their job or got a new one, the day their parents decided to live with them, the day their children decided to move back in and the day they left their empty nesters. With everything changing, the video conveys how one must change their home to match the direction their life takes.

Cultural / Context information for the jury

An Emirati home normally includes many generations: children, parents, grandparents, and even great grandparents. While family time brings a lot of joy to many people, we all need a space where we can destress and enjoy our own sanctuary. Now, more than ever, the definition of homes have changed; Home is where the kitchen is, the family room is, the me-corner is, the outdoor garden is, and the office is. For these reason we had to diversify our target audience: families of every size, from Emirati to expats, use and consume different media, go to malls, listen to the music, etc. We decided to use a musical approach to reach a wider and diversified audience, because, we know, music is universal.

Tell the jury about the creation of the original music track.

In this case the song brought the idea to life and brought to the audience a lighthearted approach to life changing moments, that can otherwise be hard to face. We crafted both the lyrics and the music, combining humour, emotions, and authenticity. As we are talking about IKEA, while the lyrics are describing some sad moments, the music should be stylish and positive. We searched for this contrast to make the result more interesting and enjoyable.