CLM BBDO, Boulogne Billancourt Follow Update

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  • Boulogne Billancourt 92100
  • France
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IKEA - "Chest of drawers" - CLM BBDO

  • Chest of drawers
  • IKEA
  • IKEA
  • France
  • Furniture doesn't die, change it
Product NameFurnishing
Product CategoryDrugstores, Specialty Stores
Date of First Broadcast/PublicationSeptember 28, 2004
Media TypeTelevision & Cinema
Length30 Seconds
Awards Cristal Festival, 2004 (Cristal) for Home (France)
Production Company Quad Productions
Sound Chez Jean
Creative Director Barka Zerouali
Creative Director Anne de Maupeou
Copywriter Axel Orliac
Copywriter Laurent Dravet
Director Rémy Belvaux
Account Director Sandra Conan
Strategic Planner Thomas Kohn
Agency Producer Pierre Marcus
Agency Producer France Monnet
Account Manager Marie Caignault
Account Manager Dorothée Gautier
Post Production Isabelle Fizellier
Advertising Manager Jean-Louis Baillot
Advertising Manager Olivier Baraille
Advertising Manager Stéphanie Jourdan


Four commercials directed by Rémy Belvaux (and produced by Quad) show a world turned upside down, in order to denounce the irrational attachment we have for our furniture. In a atmosphere which is both comical and out of the ordinary, different characters witness the death of their furniture. The packshot reveals the significance of the commercials The table, The sofa, The chest of drawers, The wardrobe :"Furniture doesn’t die, it changes" and spurs you into action: "IKEA R≠ACT".


The notion of patrimony is strongly implemented in French culture. Even though society is rapidly evolving and the French show that they are in great need of a change, they remain very conservative in terms of furniture and decoration. They often inherit furniture which they have difficulty getting rid of.
In order to fight against this conservatism, IKEA is trying to encourage everyone to have the desire to change their furniture in order to lead a better life at home.


IKEA wants, with this campaign, to assert itself as the reference brand in the furnishing market for better living.