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Ikea: Infinite Play


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IKEA has today announced the launch of a new integrated campaign via Mother, London, which highlights the positive impact play has on people's wellbeing, encouraging creativity and boosting mood. A known escape for children, it's often forgotten that adults can, and need, play too. With no age limitations, it provides a break from the mundane reality of everyday life, helping to turn stress into serenity and helping the mind unwind. Launching across the UK and Ireland from 18th April, the campaign will be led by a new TVC which will appear on television and in cinema, as well as featuring on radio, a selection of podcasts and digital media. In-store activities will support in bringing the campaign to life across the UK. The TVC opens on a family in their kitchen. Whilst a young girl draws, her mum (Jasmine) is busily working from home on a grey and rainy day. Surrounded by half drunk coffees, reminders, and an overwhelming amount of phone messages, she shows visible signs of stress when her boss begins video calling. Irritated by her boyfriend who has turned their RÖNNINGE dining table into a ping pong court and has hit her with a ball, she decides to take a break and join in the game. The more she embraces play, the more she becomes carefree and relaxed. With each hit of the ball, the table grows longer and longer, pushing her further away from the kitchen and her opponent until she is unable to see them. Jasmine closes her eyes and gravitates in the air in a meditative state, opening them to reveal a tunnel of PLUFSIG mats stretched out in front of her. She runs, twirling and jumping, while flashes of colour and light from the LEDBERG lights illuminate the mats. A robot hoover interrupts her flow, which she leaps over and into her daughter’s drawings on the floor. After free falling onto a hopscotch square, she begins completing the game with her family, hopping higher and faster as they reach each new square. She jumps off the final one and lands...on her HEMMAHOS hopscotch mat in her living room, looking brighter, lighter, refreshed. We cut to see daughter, Dad and Jasmine on the sofa, with the living room now looking much more playful with the LEDBERG lights and HEMMAHOS mat in scene. Jaz closes her laptop and they settle down to watch a movie projected on a hung sheet together, as all three cosy up to watch.
Credits Other credits

Managing Director: Jean Mougin

MD: Guy Rolfe

Iconoclast Production Manager: Adam Evans

Production Designer: Carol Emiliozi / Fer Guerrero

Production Service Company: Solent Film

Solent Film MD: Alex Momchev

Solent Film MP: Magdalena Staneva

Solent Film Service Producer: Tania Apostolova

Editing: Paul Hardcastle @ Trim Editing

Music Supervision: Arnold Hattingh / Ottilia Kjulsten @ Theodore Music

Sound: Sam Ashwell @ 750mph

VFX Company: NASH

VFX Supervisor: Cirilo Bonazzi

Producer: Flávia Gannam

VFX Artist:

Andre Neumann

Alice Villela

Cirilo Bonazzi

Felipe Passarini

Luiz Fernando Tavares Alves

Rafael Jimenez

Renata Prado

3D Lead: Fagmario Rodrigues

3D Artist:

Caio Sorrentino

François Puren

Gilmar Moraes

Tomás Piccinini

Motion Designer:

Clara Piochi Campoy

Gustavo Grotti Campoy

Conform: Gabriel Bittencourt

Color Grading: Marla Colour Grading

Colorist: Fernando Lui

Coordinator: Leandro Basso Neto

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