Drugi jezik na kojem je dostupan ovaj članak: Bosnian
How did people show others what they were having for dinner in the times before Instagram – let’s say in the 18th century? No clue? Well ask Ikea, because they made a brilliant take on what it would look like.
In their latest campaign, “Let’s Relax”, Ikea takes a look at a very current issue, and places it in a very unusual setting. Ikea treats us with a family at a table in the 18th century, all ready to dig in, but first the image of the meal has to be shared with the world.
And how to share it? Well you bring in a painter, not to make a portrait of the family, but to immortalize the meal. But then the picture has to be seen by the people, and without today’s digital tech, all depends on the very much analogue leg-work.
“It’s a meal. Not a competition” says the video as it comes back to our times where the father is taking snaps of the meal in front of the hungry family, concluding with the message “Let’s relax”. In fact, the ad gives a great critique of today’s obsession with sharing even the most intimate details of our lives, by using highly unusual imagery, thus nailing the message through.
Creative Director: Johan Holmgren
Executive Producer: David Olsson
Art Director: Cecilia Dufils
Copywriter: Markus Bjurman
Creative (Ikea): Fredrik Preisler, Katie Copeland
Creative Director (Ikea): Morten Kjaer
Head of Planning (Ikea): Morten Lundholm
Project Manager (Ikea): Mia Malmström
Producer: Fredrik Skoglund
Director: Tompa & Rondo
Director of Photography: Anders Jedenfors