| Title | TORBJÖRN |
| Brand | IKEA SCHWEIZ |
| Product/Service | FURNITURE |
| Category |
B04. Use of Original Composition for a Brand or Campaign |
|
Entrant
|
WIRZ BBDO SWITZERLAND Zürich, SWITZERLAND
|
|
Idea Creation
|
WIRZ BBDO SWITZERLAND Zürich, SWITZERLAND
|
|
Production
|
BIGFISH FILMPRODUKTION Berlin, GERMANY
|
Credits
| Livio Dainese |
Wirz/BBDO |
Chief Creative Officer |
| Fernando Perez |
Wirz/BBDO |
Executive Creative Director |
| Caspar Heuss |
Wirz/BBDO |
Creative Director |
| Adrian Huwyler |
Wirz/BBDO |
Account Supervisor Digital |
| Sascha Djabbari |
Wirz/BBDO |
Account Director Digital |
| Antonia Frind |
Wirz/BBDO |
Account Director Digital |
| Adrian Schräder |
Wirz/BBDO |
Senior Editor |
| Petra Dreyfus |
Wirz/BBDO |
Managing Director |
| Yves Rückert |
Wirz/BBDO |
Account Supervisor |
| Nino Zuberbühler |
Wirz/BBDO |
Account Director |
| Bettina Fässler |
Wirz/BBDO |
Art Buying |
| Sebahat Derdiyok |
Wirz/BBDO |
Art Buying |
| Frank Siegel |
Feit Film GmbH |
Producer |
| Wiebke Feit |
Feit Film GmbH |
Producer |
| Björn Rühmann |
Independent |
Film direction |
| Kolja Brand |
Independent |
Camera |
| Toby Tomkins |
Cheat Ltd. |
Grading |
| Südlich-t |
Südlich-t |
Grading |
| Alexander Jurkat |
Independent |
Cut |
| German Wahnsinn Team |
German Wahnsinn Team |
Music |
| Jingle Jungle |
Jingle Jungle |
Sounddesign |
The Campaign
To highlight this year's launch of the IKEA catalogue we decided to portray a very special collaborator: Fictitious character Torbjörn Lundberg, furniture impersonator from Malmö. As a stand-in for pieces of furniture on the photo set he ensures that chairs, tables, lamps and shelves are shown quite literally in their best light. And he is clearly one of the best who ever did this. There probably wouldn't even be a catalogue without him.
Creative Execution
Our aim was to create an atmospheric and moody documentary about our hero Torbjörn. Our intention was to keep the balance between a natural and a stylized, slightly staged feel. Authentic locations and available light meet cinematic beauty. So we selected our locations with a cinematic look in mind, and we composed the light accordingly, or used the available light on set. Every shot was well composed and we decided to use static shots only, rather than often used handheld camera. From the beginning we were clear that part of the beauty of this film would be the sensitivity of the craft and the filmic quality.
The film was seeded to bloggers, the media and IKEA family members just prior to the launch of the catalogue. It got a broad media coverage, not only all across Switzerland but also internationally.
We engaged German Wahnsinn. Philipp Feit, the co-owner of the company, composed the beautiful track. We wanted the music to be poignant and slightly melancholic to emphasize a pensive feel for the whole film. To us, a classic melancholic piece, a tad serious and yet a little playful, was the right tool to bring out the humor and irony of the concept. The contrast between the ridiculousness of Torbjörn’s job and the seriousness of his attitude makes the story beautifully sad, and this is what we wanted to express in the mood and feel of the music.
Drawing attention to the new IKEA catalogue by using the mockumentary format.