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Creative in association withGear Seven
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Find Your Start to a Good Day in SMFB's Interactive Ikea Spot

19/08/2014
Digital Agency
Amsterdam, Netherlands
256
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MediaMonks gives an interactive insight into a young Scandinavian family's morning

The new IKEA product season launches today 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.

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. Try the interactive story here.


“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 seconds TVCs.



Credits

SMBF
Creatives: Alexander Gjersøe, André Koot, Hans Martin Roenneseth, Hans Magne Ekre
Designers: Stina Norgren, Nicklas Hellborg
Project manager: Mari Engen
Motion graphics designer: Arnar Halldorsson
Digital director: Christoffer Lorang Dahl
Strategic/Planning Director: Kristian Kristiansen
Banner production: SMFB Factory
Campaign Activation: SMFB Engine
 
Music TVC
Artist: Fred Åkerström 
Song: "Jag ger dig min morgon"
 
MediaMonks
Production Company: MediaMonks
Director: Tom Rijpert
Executive Producers: Joris Pol, Noor van Geloven
Producers / PM: Thomas Smit, Dennis de Rooy
Editors: Sander van Wijk, Will Judge
Post-Production Company: MediaMonks Films, de Grot, Glassworks                                           
 
Executive Creative Director: Jeroen van der Meer
Senior Designer: Bas Strien
Art Director: Matthijs Kip
Senior Illustrator: Edouard Relou
Head of Post Production:  Okke Voerman
Senior Compositor: Richard van Dusschoten
3D Modeling: Ivo Diependaal, Tashina van Zwam
3D Physics: Martijn Grootendorst
3D Animator: Rik Schutte
Compositing: Melissa van het Spijker
Flash Developer: Roland den Hertog, Corstiaan Smorenburg
HTML Developer: Lars van Braam
Lead Action Script: Stephan Bezoen
JS Developer: Peter van der Noord
Game Developer: Mark Knol
Back-end Developer: Chase Sillevis
Animation Director: Pierre Nelwan
Senior Animator:Vincent Mei
Animators: Michiel Schellekens, Jeremy Woons, Peter Oosterhoff, Arjan Dekker, Patrick Brem
Music: Jorrit Kleijnen
Senior Sound Designer: Dave van Luttervelt
Sound Designer: Lars van Leeuwen
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