| Title | WHERE GOOD DAYS START |
| Brand | IKEA |
| Product/Service | IKEA BED & BATHROOM |
| Category |
A03. ACHIEVEMENT IN PRODUCTION |
|
Entrant Company
|
SMFB Oslo, NORWAY
|
|
Advertising Agency
|
SMFB Oslo, NORWAY
|
|
Media Agency
|
MEDIACOM Oslo, NORWAY
|
|
Production Company
|
MEDIAMONKS Hilversum, THE NETHERLANDS
|
Credits
| Alexander Gjersoe |
Smfb |
Creative Director |
| Hans Magne Ekre |
Smfb |
Creative Director |
| Hans Martin Rønneseth |
Smfb |
Creative Director |
| André Koot |
Smfb |
Creative Director |
| Mari Engen |
Smfb |
Account Manager |
| Kristian Kristiansen |
Smfb |
Account Director |
| Christoffer Lorang Dahl |
Smfb |
Web Director |
| Nicklas Hellborg |
Smfb |
Designer |
| Stina Nordgren |
Smfb |
Designer |
| Arnar Halldorsson |
Smfb |
Motion Graphic Artist |
| Tom Rijpert |
Mediamonks |
Director |
| Jeroen Van Der Meer |
Mediamonks |
Interactive Director |
| Robbie Van Brussel |
Mediamonks |
Director Of Photography |
| Joris Pol |
Mediamonks |
Executive Producer |
| Noor Van Geloven |
Mediamonks |
Executive Producer |
| Mediamonks |
Mediamonks |
Digital Production |
| Mediamonks Film |
Mediamonks Film |
Film Production |
| Mediamonks Film |
Mediamonks Film |
Film Postproduction/Animation |
Brief Explanation
In a four minute film we tell the story of a young Scandinavian family of five, getting through their morning routine, starting up the day. At any moment in the film the user can pause the film, and dive off into different "rabbit-holes" containing mini-films, animations, or interactive elements.
Creative Execution
The project started with the idea by the ad agency, and was developed into a shooting script together with the production company.
To us, one of the most important elements of the film to was the specific flow of the family beginning their day. Starting out slow, gradually picking up speed and fluently mingling, the various morning routines weaving in and out of each other. Getting to create our own, custom built set (in Ikea hometown Älmhult nonetheless), was a great help in achieving this specific flow. With all rooms, windows, beds and furniture in the exact place we wanted them to be, for the shots we wanted to make.
A second convenience of shooting in a studio was that since we had a lot of scenes to cover taking place during the say time-of-day (early morning), we were not restricted to natural lighting. And because our hours working with the kids were limited we were really flexible in switching between shooting the interactive film, all extra interactive content, and the 60 second TVC to get the most out of our days.
With a full Norwegian cast, agency and client, a mainly Swedish crew and Dutch director, DoP and production company this was a truly European project. Editing was divided between Oslo and Amsterdam, while all other post production was done in Holland. This included: 3D animation and compositing of a plush wolf toy (done in-house) grading, sound design and creating a custom composed 4-minute score.