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Top 6: December 9th 2020

IKEA Russia: Waste

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Top 6: December 9th 2020
Christmas is often a time of indulgence and extravagance but that doesn't mean we should be careless in our behaviour over the holiday season. After we’re done working away in the kitchen and have enjoyed our festive feasts, there’s the temptation to be wasteful - to simply throw away our leftovers as we turn our attention to presents and parlour games. In a bid to encourage a more sensible, considerate approach to Christmas consumption, IKEA Russia has launched a dramatic new spot that shows just what might happen if we carelessly discard our excess food - instead of storing it in reusable containers. Directed by Great Guns’ Ilya Naishuller, the festive spot begins with a seemingly typical Christmas scene, as a young boy plays in the snow, surrounded by Christmas trees and fairy lights. As he goes to throw another snowball, however, his attention is drawn to the sky, watching in shock as a giant chunk of pineapple falls from above and crushes a nearby snowman. Suddenly, food begins to fall all over the neighbourhood, as the iconic Christmas song 'Carol of the Bells'plays dramatically over the action. We watch as the boy dodges a variety of festive foods, diving through Swiss cheese and evading a tangerine the size of a car.
Credits Other credits

Strategic Planning Director: Anna Zakharova

Client Service Director: Marina Vershinina

Group Account Director: Irina Gornova

Senior Account Manager: Ksenia Mikhaylova

Camera Operator: Daria Grafova

Production Designer: Elizaveta Lavinskaya

1st AD: Elena Alasheeva

Graphic Studio: CGF

Client: IKEA Russia

Marketing Director: Inna Romagnoli

Marketing Communication Manager: Anna Fokina

Marketing Communications Leader Cluster: Olga Belyaeva

Marketing Communications Specialist Cluster: Olga Chernova

Content Specialist: Julia Gorina, Olga Trukets

Digital Content Specialist: Galina Malashkova

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