Title	EVERY OTHER WEEK
Brand	IKEA
Product/Service	RETAIL
Category	A06. Retail, e-Commerce, Restaurants & Fast Food Chains
Entrant	ÅKESTAM HOLST Stockholm, SWEDEN
Idea Creation	ÅKESTAM HOLST Stockholm, SWEDEN
Production	BACON Copenhagen, DENMARK

Name	Company	Position
Magnus Jakobsson	Åkestam Holst	Creative Director
Jesper Holst	Åkestam Holst	Art Director
Michal Sitkiewicz	Åkestam Holst	Art Director
Mark Ardelius	Åkestam Holst	Copywriter
Rickard Beskow	Åkestam Holst	Copywriter
Magnus Jakobsson	Åkestam Holst	Copywriter
Kjell Månsson	Åkestam Holst	Account Director
Agneta Oppenheim	Åkestam Holst	Account Manager
Leila Widgren	Åkestam Holst	Agency Producer
Jerker Winther	Åkestam Holst	Planner
Sara Bellafesta	Åkestam Holst	Graphic Designer
Martin Werner	Bacon	Director
Ylva Axel	Bacon	Executive Producer
Joel Rostmark	Bacon	Producer
Mattias Rudh	Bacon	DOP

Brief Explanation

This fall IKEA launches a new communication approach on its home market of Sweden. The concept WHERE LIFE HAPPENS dramatizes various aspects of IKEA’s genuine presence in peoples’ everyday life. Through this constant interaction IKEA continuously learns about how people live and what they need. Their lifestyle sparks the inspiration to develop products and solutions that fit with everyday life in an even better way.   IKEA is right there where life happens, whatever happens - and is not afraid to show it like it is. Living in two homes with divorced parents is a reality for many children in Sweden. IKEA can ease this situation and perhaps also ease some bad conscience among single parents and help acknowledge the children. The film is shot in aspect ratio 4:3.