Title | IMPORTANT THINGS |
Brand | IKEA RUSSIA |
Product/Service | AN IKEA IMAGE TVC / AN IKEA IMAGE CAMPAIGN TO LAUNCHE THE HOMEPOSITIVE MOVEMENT |
Category |
A05. Cinematography |
Entrant
|
IKEA RUSSIA Moscow, RUSSIA
|
Idea Creation
|
JSC INSTINCT Moscow, RUSSIA
|
Credits
Roman Firainer |
Instinct |
Creative |
Yaroslav Orlov |
Instinct |
Creative |
Evgeniy Golovan |
Instinct |
Creative |
Antonina Pirogova |
Instinct |
Creative |
Anna Zakharova |
Instinct |
Strategic |
Marina Vershinina |
Instinct |
Account |
Irina Gornova |
Instinct |
Account |
Kseniya Mikhailova |
Instinct |
Account |
Tatyana Dmitrieva |
Instinct |
Production |
Write a short summary of what happens in the film
Pandemic forced a lot of changes in life at home for many people. We started to spend much more time at home than it was before that required us to re-consider the situation and the meaning of home
Home became multi-functional space for all our life activities – work, study, rest, sports, leisure, entertainment, etc. And if the physical adaptation of our homes for the new conditions was not the big issue (arranging space for all activities that previously took place out of home), the relationships between family members become more intense that evoke misunderstandings and conflicts.
Make the key shift in the meaning of home from how I furnish my home makes my life better to how home makes me feel makes my life better
Support people, help them re-consider the importance of their family relationships for better life at home against other things and life issues