Spot from RETHINK and director Gary Freedman are set to a cover of Elton John’s Your Song by Juno-nominated singer-songwriter AHI
IKEA Canada’s latest spot launches its new brand platform, ‘Bring Home to Life’ (‘La Maison, c’est la vie’ in French).
Dialing into the furniture supplier’s mission to “create a better everyday life for more of the many people”, the new brand platform, which was created by Rethink, aims to tell compelling stories of how IKEA products and services help people bring the spaces that matter most to them, to life.
“With so many people seeing home in a new way, we felt it was important for our brand communications to reflect this change and speak to the role that IKEA plays beyond our thoughtfully-designed products,” says Johanna Andrén, head of marketing, IKEA Canada. “Through emotional, authentic storytelling, IKEA can inspire Canadians to reconnect with their homes and help them see the potential for the life they live there.”
The centrepiece of the national, integrated campaign to launch Bring Home to Life is a heartwarming film directed by OPC Production’s Gary Freedman that follows a newcomer family as they put together their new apartment and the life that will make that space a home. The creative speaks to the idea that customers use IKEA to piece together the times of their lives. The launch film debuted as a 60-second spot during the 2022 Emmy Awards and is set to a cover of Elton John’s Your Song by AHI, the Juno-nominated singer-songwriter.
“With storytelling at the heart of this new brand platform, we embraced the opportunity to build connections with our co-workers and showcase the individual and collective contribution that they all have in transforming our products into the memories and moments of connection in our customers’ homes,” says Tanya Bevington, head of communications, IKEA Canada.
“What we love about this film is that a relatable human story comes first,” adds Michelle Spivak, creative director at Rethink. “We’ve built this completely surreal environment for a simple purpose – to visualize that moment when you step into a new home for the first time and imagine what it will look like filled with the ones you love.
Bring Home to Life reaches beyond functional attributes to serve as a platform for how IKEA brings more than rational solutions to spaces; Bring Home to Life demonstrates that IKEA can facilitate lively debates amongst family, support cup-filling moments of self-care, inspire acts of sustainability, and be a catalyst for the joyful chaos of the everyday.
CREDITS
TITLE: Bring Home to Life | Making it Home
CLIENT: IKEA
CCO (MANDATORY): Aaron Starkman
CSO (MANDATORY): Sean McDonald
ECD (MANDATORY FOR EACH RESPECTIVE OFFICE): Mike Dubrick
CREATIVE DIRECTORS (MANDATORY FOR EACH RESPECTIVE OFFICE): Michelle Spivak
ACD: Brendan Scullion, Max Bingham
ART DIRECTOR: Max Bingham
WRITER: Brendan Scullion
STRATEGY DIRECTOR: Jay Flemming
DIRECTOR OF BROADCAST PRODUCTION: Shelby Spigelman/Nadya MacNeil
BROADCAST PRODUCER: Mark Pan
SENIOR PRINT PRODUCER: Agnes Gilchrist
PRINT PRODUCER: Jenna Fullerton
TV PRODUCTION COMPANY: OPC Production
DIRECTOR: Gary Freedman
LINE PRODUCER: Max Brook
POST PRODUCTION HOUSE: Nimiopere
EDITOR: Graham Chisholm
EXECUTIVE PRODUCER (NIMIOPERE): Julie Axell
VFX HOUSE: The Vanity
VFX SUPERVISOR: Naveen Srivastava
COLOURIST: Andrew Axworth
SENIOR PRODUCER (THE VANITY): Katie Methot
PHOTOGRAPHY PRODUCTION COMPANY: Fuze Reps
PHOTOGRAPHER: Chris Robinson
DIRECTOR OF PHOTOGRAPHY: Zach Koski
EXECUTIVE PRODUCER (FUZE REPS): Nicole Gomez
ASSOCIATE PRODUCER: Alexa Dimitruk
AUDIO HOUSE: Vapor Music
DATE OF FIRST APPEARANCE: September 12, 2022
EXECUTIVE PRODUCER (AUDIO HOUSE): Kailee Nowosad
CREATIVE DIRECTOR (AUDIO HOUSE): Ted Rosnick
ENGINEER: Ryan Chalmers
ACCOUNT SERVICES:
GROUP ACCOUNT DIRECTOR: Kiara Wilson
ACCOUNT DIRECTOR: Sheldon Abreu
ACCOUNT DIRECTOR: Catherine Blouin-Mainville
ACCOUNT SUPERVISOR: Melissa Luk
ACCOUNT MANAGER: Gabrielle Bergeron
CLIENT:
HEAD OF MARKETING, IKEA CANADA: Johanna Andrén
DIRECTOR OF BRAND MARKETING, IKEA CANADA: Claudia Mayne
COUNTRY MARKETING CAMPAIGN LEADER: Jordan Sequeira
MARKETING COMMUNICATIONS SPECIALIST: Carolyn Thrasher
MARKETING COMMUNICATIONS SPECIALIST: Noah Keefe
CRM: Wunderman Thompson
ACCOUNT DIRECTOR: Maryam Asad
ACCOUNT EXECUTIVE: Hannes Danielsson
CUSTOMER ENGAGEMENT & LOYALTY MANAGER, IKEA: Michael Kotsidis
LOYALTY LEADER, IKEA: De’ana Torresan
LOYALTY LEADER, IKEA: Michelle Oliveira
PUBLIC RELATIONS LEADER, IKEA: Lisa Huie
OTHER CREDITS
MEDIA AGENCY: Carat Canada
VICE PRESIDENT: Karen Hrstic
ACCOUNT DIRECTOR: Tracey Cronin
MEDIA SUPERVISOR: Christine Ma
INTEGRATED MEDIA MANAGER, IKEA: Kristin Newbigging
INTEGRATED MEDIA LEADER, IKEA: Marissa Fischer
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