JEWEL

TitleJEWEL
BrandIKEA
Product/ServiceIKEA LIVING ROOMS
Category A06. Retail
Entrant McCANN SPAIN Madrid, SPAIN
Idea Creation McCANN SPAIN Madrid, SPAIN
Production BLUR FILMS Madrid, SPAIN
Credits
Name Company Position
Monica Moro McCann Chief Creative Officer
Raquel Martínez, Jon Lavín McCann Executive Creative Directors
Martín Subercaseaux, Álvaro López McCann Creative Directors
Mónica Moro, Martín Subercaseaux McCann Copywriters
Raquel Martínez, Álvaro López McCann Art Directors
Juan Manuel Ramírez McCann Planning Manager
Martín Beilin - Los Producers McCann Agency Producer
Armando Bo Blur Films Film Director
Javier Pascual, Elena Rodríguez, Alejandra Sierra McCann Account team

Write a short summary of what happens in the film

IKEA launches a campaign where the living room is the protagonist. The objective is to continue to demonstrate that there is space in every living room for IKEA furniture and solutions. IKEA takes a step further, and not only inspires through their communication, but recreates and integrates it as the way to communicate in their new campaign. IKEA surprises with a luxury aesthetic maintaining expectation throughout the first seconds and giving way to an entertaining moment in which IKEA products appear so perfectly integrated into a glamorous living room, that they go unnoticed. IKEA challenges us to discover a perfect integration in which it is difficult to point out which furniture is from IKEA. It shows that whatever your style is, there is always space in the living room for IKEA furniture and solutions, breaking away from various prejudices detected by the company.