Title	MY SON
Brand	IKEA
Product/Service	RETAIL / FURNITURES
Category	A06. Retail, e-Commerce, Restaurants & Fast Food Chains
Entrant	BUZZMAN Paris, FRANCE
Idea Creation	BUZZMAN Paris, FRANCE
PR	BUZZMAN Paris, FRANCE
Production	HENRY Paris, FRANCE

Name	Company	Position
Stéphanie Jourdan	IKEA	Country Marketing Director
Carole Feleppa	IKEA	External Communication Manager
Karin Aubertin	IKEA	House-Design Consultant
Georges Mohammed-Chérif	BUZZMAN	President and Executive Creative Director
Thomas Granger	BUZZMAN	Vice-President
Julien Levilain	BUZZMAN	Associate Director
Philippe Boucheron	BUZZMAN	Artistic Director
Patrice Lucet	BUZZMAN	Copywriter
Emilie Pellicer	BUZZMAN	Account Director
Clément Scherrer	BUZZMAN	Strategic Planner
Amélie Juillet	BUZZMAN	Head of Communication and P.R.
Clara Bascoul-Gauthier	BUZZMAN	Communication and P.R. Manager
Vanessa Barbel	BUZZMAN	Head of TV Production
Schmooze	Schmooze	Sound Production
Liliane Richard	BUZZMAN	Head of Accounts
Katya Violi	BUZZMAN	TV Production
Didier Barcelo	Didier Barcelo	Director
HENRY	HENRY	Production Company

Brief Explanation

What’s more common than seeing a mom and her son walk down an IKEA? A reality shared by all, and yet. "My Son" is the testimony of the emotion of a mother who has trouble getting used to the idea that her kid is leaving the nest. Putting IKEA as a witness to this scene and a trusted partner in this unmissable stage of life. Touching materials, measuring furniture, opening them and discovering their storage, checking with a salesperson, go getting the purchases at self-service, paying the furniture and bringing them into the trunk: a classic customer journey, except in the case of a 10-year-old-child, watched by his trembling mother who has not seen her child grow up that fast.