| Title | CINEMAGRÄFS BY IKEA |
| Brand | IKEA |
| Product/Service | IKEA KITCHEN TOOLS & ACCESSORIES |
| Category |
A03. Video / Moving Image |
|
Entrant
|
HJALTELIN STAHL Copenhagen, DENMARK
|
|
Idea Creation
|
HJALTELIN STAHL Copenhagen, DENMARK
|
|
Production
|
PEGASUS PRODUCTION Copenhagen, DENMARK
|
Credits
| Emilie Brandt |
Pegasus Production |
Creative Producer |
| Charlotte Esmann |
Pegasus Production |
Senior Creative Producer |
| Nicolai Stahl |
Hjaltelin Stahl |
Senior Partner |
| Luong Lu |
Hjaltelin Stahl |
Art Director |
| Rasmus Gottliebsen |
Hjaltelin Stahl |
Art Director |
| Clara Prior-Knock |
Hjaltelin Stahl |
Senior Creative |
| Jeanne Schultz |
Hjaltelin Stahl |
Project manager |
| Maria Agerbo Kofoed |
Hjaltelin Stahl |
Account Director |
| Maja Hartmann |
Hjaltelin Stahl |
Client Service Director & Partner |
| Marianne Hjaltelin |
Hjaltelin Stahl |
Senior Strategic Planner |
| Theis Clausen |
Pegasus Production |
Editor / Colorgrader |
| Martin Munch |
Martin Munch Film |
Director of Photography |
| Johan Høyer |
Freezone |
Sound Designer |
| Niklas Myschetzky |
Pegasus Production |
VFX artist |
The Campaign
When IKEA Denmark was launching their new platform they needed a format that allowed them to be very product specific. The format had to embody the most important parts of their new brand personality - in particular the traits: “unique”, “warm”, and “human” and fit their new tagline “Room for life”. The cinemagraph format is essentially looping little film snippets. By adding a layer of text, we could tell the story of the person in the cinemagraphs, thereby adding some human storytelling in a video about product demonstration. We could also embrace the fact that we all have inner monologues, when we are cooking.
In this way we succeeded in creating thrilling storytelling content in a simple cinemagraf-format. We call it IKEA Cinemagräfs.
Creative Execution
The cinemagraphs are executed specifically for the online video environment. The longer format is a way to showcase product demonstrations in a new way for the IKEA costumer. The videos were launched online alongside the image film introducing IKEA Denmark’s new tagline: “Room for life”. For IKEA’s social channels the videos were looped to fit the different formats and requirements for length, and for Youtube TrueView ads, special versions of the intro monologue were created to address the viewer and the special skip-ad-button.
The look is inspired by the beautiful cinemagraphs users encounter online, but merged with the look of IKEA Denmark.
In digital media the first few seconds are crucial to grasp the viewers’ attention and convey the message. With IKEA Cinemagraphs we want to use a unique aesthetic form combined with tactical messaging to deliver the message and intrigue the viewers to keep watching.“Room for life” – underlines IKEAs global mission to “enable a better everyday life at home for the many”. And shows that IKEA embraces the authentic life in all its perfect imperfection.
In the cinemagrahs we create an intimate room with our viewers as the voice over resembles the ‘stream of conscious commentary’ most of us have in our heads as we do everyday tasks in the kitchen. We mix funny statements with tactical messages to show the relevance of IKEA products in everyday lives.
The cinemagraphs were launched on Facebook and YouTube April 2016. Within the first 10 days of the campaign, the organic view through rates reached an impressing 53% for all 82 seconds of the cinemagraph. In the paid YouTube views 31% saw more than 12 seconds of the cinemagraph and hence, several tactical product messages – for Facebook this number was 46%.