Don’t Mess with Mama Bear in this IKEA Earth Day Ad
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Memac Ogilvy and production company Truffle bring an eco-conscious animatronic polar bear to life in Middle East campaign, writes Laura Swinton
An eco-conscious polar bear is taking a wasteful family to task in a cosy campaign for IKEA in the Middle East. She’s surprisingly passive aggressive as she nudges the family to eat less meat, switch to energy saving lightbulbs and swap car journeys for bike rides. It’s a playfully deadpan affair, with an oh-so-human performance from the giant ursine star, that switches from passive aggressive grumping to affection and back again.
The campaign was created by Memac Ogilvy and directed by Amr El Hadad, with production from Truffle. In the spot, the polar bear represents an environmentally-aware mother who is taking the lead on adopting a more sustainable lifestyle.
The bear was brought to life using a combination of animatronics, performance and sound design. “The most interesting aspect of the production was, without any doubt, the animatronic polar bear,” says executive producer Cynthia Chammas. “Understanding how the suit works, what actions are easily performed and what other actions are more challenging." This suit is worn by a performer and comes with two puppeteers who operate the animatronic head and neck.
IKEA - Mama Bear from Truffle.Film on Vimeo.
The team was determined to bring nuance to this gentle giant’s character: firm, gentle, a little bit intimidating but driven by love. “Through body language and facial expressions the animatronic polar bear can convey many emotions: this on one hand and the sound design on the other hand, helped building the mama bear's strong but loving character,” says Cynthia, who has clearly developed an affection for grizzly mama bear herself. “She is an eco-conscious mom whose aim is to show her family how to follow an eco-friendly lifestyle for sustainable living.”
The campaign was developed for IKEA in the Middle East. The franchise for IKEA is held by Al-Futtaim Group across UAE, Qatar, Egypt and Oman.
CLIENT: Al Futtaim IKEA
GM Marketing, Communication, HF and Retail Design (UAE, Qatar, Egypt, and Oman): Carla Klumpenaar
PR & communication Specialist: Binita Chowdhury
Regional Digital Marketing Leader: Dina Al Sahhar
Regional Interior Design leader at IKEA - Al Futtaim: Luiza Jodziewicz
AGENCY: Memac Ogilvy
Chief Creative Officer, MENA: Juggi Ramaksrishnan
Group Creative Director: Gautam Wadher
Creative Director: Alok Mohan
Senior Producer: Rajaa Chami
Senior Account Director: Alaa Nour
Production House: Truffle
Executive Producers: Cynthia Chammas and Michel Abou Zeid
Director: Amr El Hadad
DOP: Kamal Samy
Art director: Assem Ali
Bear Performer: Peter Elliott
Bear Suit: Animated Extras
Post Production Producer: Mary Bou Akl
Service Production House: Nine Projects / Ehab El Koury
Wardrobe Stylist: Yasmine Tazi
First Assistant Director: Youssef Taha
Post Production: Lucid Post
Editor: Sebastien Leclercq
Colorist: Belal Hibri
LBB Editorial, Tue, 27 Apr 2021 11:37:09 GMT
Sound Design: Martin Dirkov