Title | NEW CHAPTER |
Brand | IKEA |
Product/Service | IKEA |
Category |
B04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
Idea Creation
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
Production
|
BACON Copenhagen, DENMARK
|
Credits
Rickard Beskow |
Åkestam Holst NoA |
Copywriter |
Jesper Holst |
Åkestam Holst NoA |
Art Director |
Mark Ardelius |
Åkestam Holst NoA |
Copywriter |
Eva Wallmark |
Åkestam Holst NoA |
Art Director |
Jerker Winther |
Åkestam Holst NoA |
Planner |
Leila Widgren |
Åkestam Holst NoA |
Agency Producer |
Anna Nollendorfs |
Åkestam Holst NoA |
Account Manager |
Kjell Månsson |
Åkestam Holst NoA |
Account Director |
Martin Werner |
Bacon A/S |
Director |
Write a short summary of what happens in the film
In this film we get to follow a mother’s emotional story as her daughter is moving out, leaving the childhood home. An exciting moment for the daughter, a poignant moment for the mother. As they’re packing the daughter’s things, the mother stops and gets emotional as she notices the marks on the shelf. A memory from when her big girl was a small child and they regularly measured her height. As the move continues the daughter is bringing the shelf with her.
Later, the mother is invited to visit the daughter and her boyfriend in their new home. As the mother inspects the apartment, she sees the shelf. But it has been repainted and the marks from the childhood are gone. The daughter then reveals that she has decided to keep them since they meant just as much to her as to the mother.
Cultural / Context information for the jury
In Sweden, it's very common that parents and children regularly measure the child's height, and make marks with the pen to see how fast they grow.