Winners & Shortlists


Short List
Product/ServiceIKEA BED & BATHROOM
Entrant Company SMFB Oslo, NORWAY
Advertising Agency SMFB Oslo, NORWAY
Media Agency MEDIACOM Oslo, NORWAY
Production Company MEDIAMONKS Hilversum, THE NETHERLANDS
Name Company Position
Alexander Gjersoe Smfb Creative Director
Hans Magne Ekre Smb Creative Director
André Koot Smfb Creative Director
Hans Martin Rønneseth Smfb Creative Director
Mari Engen Smfb Account Manager
Kristian Kristiansen Smfb Account Director
Christoffer Lorang Dahl Smfb Web Director
Nicklas Hellborg Smfb Designer
Stina Norgren Smfb Designer
Arnar Halldorsson Smfb Motion Graphic Artist
Tom Rijpert Mediamonks Director
Jeroen Van Der Meer Mediamonks Interactive Director
Joris Pol Mediamonks Executive Producer
Noor Van Geloven Mediamonks Executive Producer
Robbie Van Brussel Mediamonks Director Of Photography
Mediamonks Mediamonks Digital Production
Mediamonks Film Mediamonks Film Film Production
Mediamonks Film Mediamonks Film Film Postproduction/Animation
SMFB ENGINE Additional company
SMFB Factory Additional company

Creative Execution

The campaign was launched with the interactive film, driving traffic via banner ads on IKEA´s homepage. Then we took out one single "rabbit hole", and launched it as a web-tv commercial along with film trailers. Banner ads with scenes from the story, and a clear call to action, was then launched in online newspapers. A version of the film was tailored for Youtube, taking viewers to the digital experience. When the campaign was up and running, we started spreading content from the film in social media, focusing on relevant products. Currently, we´re implementing new rabbit holes for viewers to discover.

The campaign is ongoing, and has not yet been fully evaluated. However, just a few weeks in we had registered 90.000 unique users (Norway has a population of 5 million). Bed- and bathroom sales had increased by 12%. That is a quite remarkable figure for the following reason: IKEA is the outstanding market leader in furniture retail in Norway, with a share of 46%, and a 30% lead on the first runner up competitor. Pushing them another 12% means the campaign has already achieved its goal of bringing bed- and bathroom more top of both mind and wallet in Norway.

IKEA´s task was to focus on this year´s theme, bed- and bathroom. These rooms are low on our priority list. We prefer to spend money on social rooms where we spend more time together, like the living room and the kitchen. To make people discover IKEA´s bed- and bathroom range, we crafted the IKEA catalogue into an interactive film that expands as if it was designed by IKEA itself. It´s the first IKEA Catalogue that can be explored through a story. The film stars a Scandinavian family and their archetypal morning routine. The element of surprise lies in the hidden layer of extra content, which allows viewers to divert from the main storyline at any point during the film to experience more of the product range, lots of "rabbit holes" based on the moment where you stop. You can also highlight and buy all the products from the range.