| Title | EVERY OTHER WEEK |
| Brand | IKEA |
| Product/Service | RETAIL |
| Category |
A01. Direction |
|
Entrant
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ÅKESTAM HOLST Stockholm, SWEDEN
|
|
Idea Creation
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
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Production
|
BACON Copenhagen, DENMARK
|
Credits
| 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 Mansson |
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.