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IKEA Wardrobes are a Narnia-Like Dreamland in this Beautiful Ad

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Revolver's Scott Cudmore shot the campaign for IKEA Canada's storage event with agency Rethink

IKEA Wardrobes are a Narnia-Like Dreamland in this Beautiful Ad

As we enter the New Year, many of us are making resolutions to get more organised – in life and at home. IKEA’s answer? A colour-coordinated, organiser’s dreamland, anchored by IKEA’s iconic selling wardrobe, PAX and told like many IKEA spots, through the eyes of a child. 

In this new 30-second spot, we see a young girl looking to play inside her parents’ PAX wardrobe. As she opens the door, a light beams from within, inviting her further inside. As we follow her through the clothes, she enters an infinitely stretching, labyrinthian world made up of PAX wardrobes, each of them perfectly organised and sorted by colour. We see a world where everything is put away perfectly in its right place. Through her eyes, the possibilities of organisation feel almost magical. 

IKEA is recognised around the world as a leader in functional and affordable storage solutions. This latest campaign for IKEA Canada’s Storage Event was inspired by the retailer’s Life at Home research. Through interviews with Canadian households, the brand found that Canadians are increasingly overwhelmed by all the belongings that pile up in their homes. A problem that is only intensified by smaller-scale living and limited storage space. The bedroom continues to be a focus area of the home for IKEA Canada, ensuring the space is an oasis in the home where one can recharge and relax, which includes organisation.

Lena Dukic, brand director, IKEA Canada says: “We wanted to show Canadians that no matter the storage needs they face in their home, a single PAX wardrobe can be personalised in an endless amount of ways to help you get organised.”

The campaign, produced by Rethink Canada, is the latest addition to their Beautiful Possibilities platform for IKEA. This latest spot follows ‘Stuff Monster’, a film that stars a monster made of old furniture to highlight the beautiful possibilities of giving our old belongings new life.

The Storage Event campaign will run from January 9th until January 27th and will be supported by a full 360-plan including digital, social, radio and out of home.

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Title: The Wardrobe

Client: IKEA


Creative Agency: Rethink

Creative Director: Christina Yu, Aaron Starkman

Art Director: Nick Noh

Writer: Jordan Darnbrough

Strategist: Sean McDonald, Stacy Ross

Broadcast Producer (in house): Anna Tricinci


Production Company: Revolver Films

Director: Scott Cudmore

Production Designer: Jesson Moen


Editor: Ross Birchall

Director of Photography: Pablo Berron

Line Producer: Peter Oad

Post Production

Post Production House: Saints Editorial

On-Line: Kaelem Cahill, The Vanity

Grading: Wade Odlum, Alter Ego

Casting Director: Steven Mann, Mann Casting


Audio House: Vapor Music

Audio Director: Ted Rosnick

Audio Engineer: Art Mullin

Account Services

Group Account Director: Sarah Riedlinger

Account Manager: Megan Christopher


Brand Director: Lena Dukic

Brand Manager: Jordan Sequeira

Brand Manager: Ami Warrington


Media Company: Carat

Genres: People, Storytelling

Categories: Home, Furniture

Revolver Films, Wed, 08 Jan 2020 16:00:52 GMT