OSLO – The new IKEA product season has launched with an interactive online film featuring the highlights from the renewed Bed & Bathroom collection. “Where Good Days Start” is the first IKEA Catalogue that can be explored through a story and stars a typical family and their morning routine. The film is the centerpiece of an integrated campaign that celebrates the start of the day.
Putting people before products
Created by Norwegian agency SMFB and directed and produced by MediaMonks, “Where Good Days Start” puts people before products. The film follows the members of a young Scandinavian family and lets you see how each of them gets ready for their day. In true IKEA fashion, the film is loaded with ‘hidden’ possibilities – extra scenes and content that can be discovered by interacting with the story.
“The idea was to surprise viewers throughout the film,” said MediaMonks interactive director, Jeroen van der Meer, who collaborated with film director Tom Rijpert on the project. “With a score of extra content, you can diverge from the main storyline at any point during the film to learn more about the featured family members and products in short, interactive scenes.”
Alexander Gjersøe, creative at SMFB said: “‘Where Good Days Start’ celebrates the ordinary – the rituals we all recognize and live – to make for a story that everyone can relate to. IKEA knows life at home like no other, and the start of the day is the most important part of it. This campaign isn’t so much about the latest IKEA products but about the role these products play in our lives.”
IKEA’s Bed & Bathroom campaign launches in Norway with the interactive film, online teasers, social media, and 30 and 60-second TVCs.
IKEA – Where good days start – TVC 60 sec. from SMFB on Vimeo.
