Sandra Conan
Account Manager at la chose
Paris, France
TitleChest of drawers
Title (original language)La Commode
Agency
Campaign Furniture doesn't die, change it - IKEA
Advertiser IKEA
Brand IKEA
Date of First Broadcast/Publication 2004 / 9
Product Furnishing
Product (original language) Ameublement
Business Sector Drugstores, Specialty Stores
Tagline IKEA. REACT
Tagline (original language) IKEA. REAGISSEZ
Story 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".
Story (original language) Quatre films réalisés par Rémy Belvaux (produit par Quad) mettent en scène un monde absurde pour dénoncer l'attachement irrationnel que l'on voue à ses meubles. Dans une atmosphère humoristique et décalée, différents personnages assistent en direct à la mort de leurs meubles. Le packshot vient révéler le sens des films La table, Le canapé, La commode et L'armoire: "Ca ne meurt pas un meuble, ça se change" et incite à l'action: IKEA. R≠AGISSEZ.
Philosophy 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.
Philosophy (original language) La notion de patrimoine est fortement ancrée dans la culture française. Bien que la société évolue rapidement et que les Français manifestent un grand besoin de changement, ils demeurent très conservateurs en matière de mobilier et de décoration. Ils héritent bien souvent de meubles dont il auront du mal à se séparer par la suite.

Pour combattre ce conservatisme, IKEA prend le pari de donner à chacun l'envie de changer son intérieur pour mieux vivre chez soi.
Problem IKEA wants, with this campaign, to assert itself as the reference brand in the furnishing market for better living.
Problem (original language) IKEA compte bien, avec cette campagne, s'imposer comme la marque de référence du mieux vivre sur le marché de l'ameublement.
Media Type Television & Cinema
Length
Market France
Sound
Advertising Manager
Advertising Manager
Advertising Manager
Creative Director
Creative Director
Copywriter
Copywriter
Account Director
Account Manager
Account Manager
Strategic Planner
Agency Producer
Agency Producer
Post Production
Production Company
Director

People related to this work

Related Ads

Trending

Create a free Talent profile and become a member of AdForum

Get Started