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Top 6: October 13th 2021

Ikea: Every Home Should Be A Haven

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Top 6: October 13th 2021
IKEA has announced the launch of a new integrated campaign from Mother highlighting the importance of having a home where people feel happy and ready for anything. The campaign takes on the everyday challenges that stop the home from being a haven. Whether that’s work interrupting playtime or the stresses brought home from the day; IKEA’s mission is to help customers achieve the space they deserve. The TVC opens on a teddy bear, surrounded by other stuffed toys in a child’s bedroom. He looks out the window and sees a little girl and her dad rushing home through the rain – her wearing a muddy football kit, and him in work clothes, holding his briefcase over his head. Upon seeing the pair arriving back home, the teddy bear stands up to reveal some mega muscles. Two more muscly teddies are seen guarding the front door like bouncers at a nightclub. The super stacked teddies set about doing everything in their power to make sure that dad and daughter get to enjoy a fun evening in their haven, without any interruptions. As playtime begins, the buff bears are seen lifting a sofa from the floor and pumping iron in their utility room-come-gym. A work call on dad’s phone threatens to disrupt the fun, but a brawn bear crushes it and hides it in the desk, making sure nothing gets in the way of dad and daughter enjoying their den building. Finally, after an evening of fun in a homemade den everyone is worn out and it’s time for one of the bears to carry the little girl up to bed. A fox rummaging in the bins outside almost wakes her, but the bears chase it away. Once again protecting the family and ensuring that their home remains a haven. The voiceover proclaims: Every home should be a haven. IKEA. The Wonderful Everyday.
Credits Other credits

Strategy: Mother

Production Manager: Patrick Bailey

Production Designer: Mikey Hollywood

Music Supervision: Arnold Hattingh – Theodore Music

Sound: Sam Ashwell

Post: Black Kite Studios

Producer: Amy Richardson & Hannah Ruddleston

2D Lead: Jonny Freeman

3D Lead: Fin Crowther

2D Artists: George Brunt, Emre Aypar, Charles Dockerill, Vahur Kuusk

3D Artists: Andrew Bartholomew

Colourist: Richard Fearon

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