Title "Tokyo"
Agency Forsman & Bodenfors
Production Company Acne
Campaign Tokyo
Advertiser Abba Seafood
Brand Kalles

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Business SectorSubscribers Only
TaglineSubscribers Only
Type Television
Art Director L..s E...an Subscribers Only
Copywriter A...rs He.....rs Subscribers Only
Director Marcus Svanberg


Forsman & Bodenfors

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IKEA / Everyday Heroes

In a new campaign, IKEA honours the things at home that usually get very little recognition. In an epic homage, directed by Academy Award-winning director Joachim Back, the IKEA furnishings and fixtures we often take for granted are portrayed as true heroes.

The toilet brush. The clothes hanger. The wall-mounted hook behind the door. Without thinking, we rely on them daily and it’s not until they’re gone that we miss them dearly. Unlike furniture we proudly place in the centre of a room for people to gather around and admire, the life of an everyday hero is secluded and sometimes, quite dreadful. Day in and day out, they do their best to improve our lives at home. In return, they’re literately getting spat on, stepped on and “put in a corner”.

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In the homage, director Back brings his spot-on sensibility for visually inventive comedy to the campaign, cheekily spotlighting the quiet struggles of the household IKEA products. With masterful compositions, worthy of a feature film, Back’s visuals transform the prosaic into the epic. The unsung everyday heroes are all given a gloss of grandeur, while the stirring voice of English actor Terence Stamp, almost feel as if Gandalf himself is commanding you to honour your bath mat.

“To really get under the skin of these everyday heroes, I lived with them for 42 years. I’m full of admiration and it feels good to be part of this tribute”, says director Joachim Back.

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In addition to the tribute film, a number of carefully selected products will, for the first time ever, have the opportunity to speak their minds. A Twitter account has been set up for these unsung heroes to tweet about their everyday struggles and thoughts.

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Did you know?

– We began to use clothes hangers in 1850.

– The world's oldest mattress is 77 000 years old and was found in a cave in South Africa.

– The first toilet roll was launched in 1871.

– In an average lifetime we spend three years on the toilet.

– The world's oldest light bulb was installed 1901 at a fire station in California and is still burning.

– Most people wash their hands for six seconds.

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