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Web Film

IKEA Spain: Shoulder to Shoulder - Online Film

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IKEA Spain’s new music video celebrates the power of standing shoulder to shoulder during difficult times. For their latest campaign, IKEA Spain collaborated with Indie singer, Sandra Delaporte to cover the iconic Spanish song from the 80s, "Pero a tu lado", to celebrate those who stand shoulder to shoulder during difficult times. This homage is present in every frame of the music video, in which a dozen dancers support the protagonist of the artistic piece on her journey to IKEA. The contemporary choreography unfolds beautifully under the soothing voice of Sandra Delaporte, who brings one of Spain’s most iconic pop classics to modern times. In her indie rendition, she emphasizes the emotion behind the human message of the original lyrics. This is the first time IKEA uses the music video format to bring their message to a larger audience. The film is cushioned by other assets, all with the metaphor of standing shoulder to shoulder as the campaign’s common thread. In its entirety, the campaign pays homage to the innately supportive nature of Spanish society, which revealed itself during the pandemic. The campaign is another step in IKEA's brand mission: "We all deserve a true home" where the company aims to fight social inequality. In this vein, a challenge has just been launched on social networks, which puts the focus on solidarity and the importance of selfless gestures towards others. Users can join individually by sharing how they help others through the hashtag #ArrimarElHombro (stand shoulder to shoulder, in English).
Credits Other credits

IKEA contact: Laura Durán

Account Teams: Javier Pascual, Elena Rodríguez, Alejandra Sierra, Claudia Solano, Andrea Cabezudo

Strategic planning: Juan Manuel Ramirez, Maria Goñi

Production Team: Paloma Adrien, Martin Beilin

Media Agency: Ymedia


Public Affairs agency: LLYC

Social Media Agency: GOOD REBELS

Content Agency: 3Dots

CRM Agency: MRM

Post production company: La Metropolitana

Digital Post production: Craft

Sound Design: OEO

Music: 'Pero a tu lado', featuring Sandra Delaporte

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