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IKEA & Andreas Nilsson Continue Their Hypnotizing Trip Through Time

18/09/2014
Advertising Agency
Gothenburg, Sweden
73
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Forsman & Bodenfors brings in hypnotist Justin Tranz for 'time travel experiment'

IKEA continues The Time Travel Experiment and invites a second couple to experience their future, with a little help from world-renowned hypnotist Justin Tranz.

In the Time Travel Experiment, Justin hypnotizes a young couple and puts them into deep trance, who then take off on a journey through time. During their hypnosis they meet lots of different people, including a curious five year old and a very loud teenager. 

”A lot of research and testing went into this project. We really wanted the young couple to feel that they had travelled in time. Hypnosis together with supporting actors, proved to be the best solution to making it happen”, says Andreas Nilsson.


The release of the films supports the global launch of the new IKEA catalogue and this year’s theme - Where The Everyday Begins & Ends. The central premise focuses on bed and bathroom solutions, rooms IKEA are paying extra attention to this year.

"The Time Travel Experiment is a new way of working for us, where the ambition is to create content that generate conversation among people, which can support and strengthen all the other communication efforts we already do”, says Mattias Jöngard, Global Communication Manager at IKEA. 

The online entertainment films were directed by Andreas Nilsson, in collaboration with Forsman & Bodenfors. The same duo was also behind Volvo Trucks Epic Split with Jean Claude Van Damme last year.

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