CLM BBDO, Boulogne Billancourt Follow Update

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IKEA - "Love Story" - CLM BBDO

  • Love Story
  • IKEA
  • IKEA
  • CLM BBDO
  • France
  • Love Story
Product NameHome Furniture
Product CategoryDrugstores, Specialty Stores
MarketFrance
Date of First Broadcast/PublicationSeptember 1, 2005
Media TypeTelevision
Length30 Seconds
Awards Grand Prix Stratégies de la Publicité, 2006 (Mention) for Distribution
Prix Club des Directeurs Artistiques, 2005 (3rd Prize tied) for TV Films
Production Company Partizan Paris
Post Production Partizan Paris
Sound Production Capitaine Plouf
Creative Director Barka Zerouali
Creative Director Anne de Maupeou
Art Director Gilles Fichteberg
Copywriter Pierre-Yves Perrin
Director N°6
Producer Amanda Stubbs
Strategic Planner Thomas Kohn
Agency Producer Guillaume Delmas
Agency Producer France Monnet
Account Manager Sandra Conan
Account Manager Marie Caignault
Account Manager Dorothée Gautier
Advertising Manager Jean-Louis Baillot
Advertising Manager Olivier Baraille
Advertising Manager Anne-Charlotte Metzger
Advertising Manager Nina Leconte

Story

The 3D film portrays the impossible love story between a low price and a « pretty » chair. This film is a social drama which conjures up the problems undergone by a mixed couple into a narrow-minded society where a low price can’t match a quality furniture. Their pursuit of happiness will find a happy end in the IKEA “world” encapsulated by the new catalogue 2006. A poetic and original way to take a stand in the low price debate.

Concept

This new brand campaign literally implements the "magic formula" IKEA= low prices + quality.

Problem

On the furniture market, which starts again to skyrocket, a real "less expensive" furniture race has been opened.
With this "all discount" new deal, IKEA wishes for emphasizing its approach by reasserting the origin of its philosophy: to make quality products affordable instead of selling products at cheapest prices but at the expense of quality.