| Title | ARMWRESTLING |
| Brand | IKEA SWEDEN |
| Product/Service | IKEA FUTURNITURE |
| Category |
B06. Retail |
|
Entrant
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
|
Idea Creation
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
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Media Placement
|
CARAT Stockholm, SWEDEN
|
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Production
|
BACON FILM Stockholm, SWEDEN
|
Credits
| magnus.jakobsson@akestamholst.se |
Akestam Holst NoA |
Executive Creative Director |
| Jesper Holst |
Akestam Holst NoA |
Art Director |
| Mark Ardelius |
Akestam Holst NoA |
Copywriter |
| Kjell Månsson |
Akestam Holst NoA |
Client Director |
| Jerker Wither |
Akestam Holst NoA |
Planner |
| Agneta Oppenheim |
Åkestam Holst |
Account Manager |
| Leila Widgren |
Akestam Holst NoA |
Producer |
| Mimmi Grafström |
Akestam Holst NoA |
Social Media Strategist |
Write a short summary of what happens in the film
In this true view ad on Youtube we see a group of teenagers arm wrestling at a very slow home party. Immediately the wrestlers turn to the camera and begs the viewer to push the “Skip Ad” button since the content is so everyday boring. As the wrestling continues the guys repeatedly turns to us, asking us to stop watching, assuring that nothing of interest will happen. Offers from Ikea occasionally appears on items in the setting. A bar table. A stool. A bowl. After 5:57 minutes the group turns the light off and leaves the apartment. End.
The text WHERE LIFE HAPPENS and IKEA logo appears in the beginning and end. The ad is shot in one take, with the camera fixed.
Cultural/Context information for the jury
We knew our target group for this ad (18-35 year olds) often engage themselves deeply in content on Youtube that at a first glance may seem irrelevant and strange. This behaviour is not only about an interest in odd stuff but ultimately has to do with psychology and the fear of missing out (FOMO). It was obvious that our execution should signal that “you should really see this, because your friends probably will”.
We realised that the best way to make people want to watch the ad was to tell them NOT to watch because the content is so boring and private, a reversed psychology that proved to be irresistible.