FORSMAN & BODENFORS – IKEA “EVERYDAY HEROES” Dir. JOACHIM BACK, ANONYMOUS CONTENT

Sweden’s Forsman & Bodenfors, most awarded agency in the world 2014, join forces with Academy Award-winning director Joachim Back to salute the IKEA furnishings and fixtures we all take for granted. In the new campaign “Everyday Heroes”, IKEA honours the things at home that usually get very little recognition: the toilet brush, clothes hanger and 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. 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. In the homage, 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. 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 (Twitter.com/EverydayHero365) for these unsung heroes to tweet about their everyday struggles and thoughts.