Category A06. Retail
Idea Creation ÅKESTAM HOLST Stockholm, SWEDEN
Media Placement CARAT Stockholm, SWEDEN
Production BACON FILM Stockholm, SWEDEN
Name Company Position
Magnus Jakobsson Åkestam 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
Ida Persson Åkestam Holst NoA PR Strategist
Rickard Beskow Åkestam Holst Noa Copywriter
Michal Sitkiewics Åkestam Holst NoA Art Director
Anna Forsberg Åkestam Holst Noa Graphic Designer
Niklas Andersson Åkestam Holst NoA Graphic Designer

Write a short summary of what happens in the film

This film is about a busy dad who is absorbed by his job and forgets what matters the most, something that can happen even to the best of us. In the film, we get to follow a father and his son. They are together but the father is constantly busy with work calls. The son is trying to get the father’s attention without success. The father doesn’t notice until he enters the son’s room and finds the kid’s drawings on the wall. Paintings of them together but where the father is on the phone in every single drawing. It becomes a wake-up call for the father who realizes it’s time for a change. So he puts the phone away and joins the son in the living room in a Strandmon wing chair to play some video game.

Cultural/Context information for the jury

With the concept “Where life happens” IKEA wants to show that they understand how people live in the real world and how products from IKEA can be there as a helping hand. We are always portraying real-life situations that people can relate to, and this film is no exception. By highlighting the difficulties of balancing everyday shores, work and, we show that IKEA understands what the everyday life looks like.