2023 Winner

CASE SUMMARY

Being one of the world’s most well-known brands is usually a positive, but in the context of launching a new platform, overcoming existing perceptions and expectations creates a unique hurdle. IKEA wanted Canadians to appreciate a brand new perspective from the brand, and have a hero video execution
do most of the heavy lifting.

While the previous platform (Beautiful Possibilities) provided it with a strong functional underpinning, highlighting all of the possibilities and solutions to be found in stores - its #1 objective with the Bring Home to Life platform launch was to create a powerful emotional connection. If it could meet that challenge head-on, the new platform would allow it to move beyond the functional appeal of IKEA’s furniture and accessories, and instead connect more deeply and authentically with the shared human experience of life in our homes.

The core insight of the platform is that our homes are more than just a collection of objects - that the inanimate “things” in our homes are so much more than just things. A round table with four seats is more than its practical function as a dinner table, it’s a springboard for lively conversation and connection with loved ones. A storage solution does more than reduce clutter - it opens space for children to imagine and create with each other. This core insight drives the platform and acts as an invitation for all Canadians to bring their homes to life.

IKEA started with an emotionally charged newcomer to Canada story: a father setting up his home in advance of his family’s arrival. Using this story arc, it was able to show its hero collecting and building all the pieces that make up a warm and welcoming home, before eventually unveiling it to his wife and daughter. The use of “frozen” people waiting to welcome them to their new home was a dash of creative magic which helped to underline the gravity of the hero’s story, and pique the audience’s interest with a striking and unusual visual.

IKEA built a completely surreal environment for a simple purpose, to visualize that moment when you step into a new home for the first time and imagine what it will look like filled with the ones you love. That visual approach paired with a heartfelt cover of Elton John’s “Your Song” helped to drive the uniqueness and breakthrough-ability of the spot while landing the comprehension of the Bring Home to Life platform.

At the time of entering, Bring Home to Life was still in the first month of the launch, so metrics were not available, however, the initial reactions to the spot have been overwhelmingly positive. As the spot went live during the Primetime Emmys, Canadians tweeted, shared and reacted to the story - IKEA even kept one Canadian from sleeping: “I’m supposed to be sleeping. IKEA Ads got into my feels.” Safe to say, IKEA is achieving its goal of connecting emotionally with its audience.

Credits

Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Mike Dubrick
Creative Directors: Michelle Spivak
ACD: Brendan Scullion, Max Bingham
Art Director: Max Bingham
Writer: Brendan Scullion
Strategy Director: Jay Fleming
Director of Broadcast Production: Shelby Spigelman, Nadya MacNeil
Broadcast Producer: Mark Pan
Senior Print Producer: Agnes Gilchrist
Print Producer: Jenna Fullerton
TV Production Company: OPC Production
Director: Gary Freedman
Line Producer: Max Brook
Post Production House: Nimiopere
Editor: Graham Chisholm
Executive Producer: Julie Axell
VFX House: The Vanity
VFX Supervisor: Naveen Srivastava
Colourist: Andrew Axworth
Senior Producer (The Vanity): Katie Methot
Photography Production Company: Fuze Reps
Photographer: Chris Robinson
Director of photography: Zach Koski
Executive Producer (Fuze Reps) : Nicole Gomez
Associate Producer: Alexa Dimitruk
Audio House: Vapor Music
Executive Producer (Audio House): Kailee Nowosad
Creative Director (Audio House): Ted Rosnick
Engineer: Ryan Chalmers
Group Account Director: Kiara Wilson
Account Director: Sheldon Abreu
Account Director: Catherine Blouin-Mainville
Account Supervisor: Melissa Luk
Account Manager: Gabrielle Bergeron

Client:
Head of Marketing, IKEA Canada: Johanna Andren
Director of Brand Marketing, IKEA Canada: Claudia Mayne
Country Marketing Campaign Leader: Jordan Sequeira
Marketing Communications Specialist: Carolyn Thrasher
Marketing Specialist: Noah Keefe

Media Agency: Carat Canada
Vice President: Karen Hrstic
Account Director: Tracey Cronin
Media Supervisor: Christine Ma

CRM: Wunderman Thompson
Account Director: Maryam Asad
Account Executive: Hannes Danielsson