IKEA Film, Digital, Viral PLAYIN' WITH MY FRIENDS by Mother London

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Industry Department Stores & Shopping Malls
Media Film, Digital, Interactive & Mobile, Viral
Market United Kingdom
Agency Mother London
Executive Creative Director Mark Waites, Gustavo Sousa, Stephen Butler
Creative Director Tim Mcnaughton, Freddy Mandy
Art Director Thom Whitaker, Danielle Noel
Copywriter Thom Whitaker, Danielle Noel
Production Blink Productions
Director Dougal Wilson
Service Agency MPC
Released April 2013


Cannes Lions 2013
Film Lions Internet Film; Branded Content Internet Film Silver

Credits & Description

Type of entry: Internet Film
Category: Branded Content Internet Film
Advertiser: IKEA
Product/Service: IKEA
Executive Creative Director: Mark Waites/Stephen Butler
Creative Director: Freddy Mandy/Tim Mcnaughton
Copywriter: Danielle Noel/Thom Whitaker
Art Director: Danielle Noel/Thom Whitaker
Agency Producer: Craig Keppler
Producer: Ewen Brown
Director: Dougal Wilson
Editor: Ed Cheesman
Post Production: MPC
Music: Playin' With My Friends (Masters in France)
Account Manager: Niki Garner
Planner: Katie Mackay
Director Of Photography: Stephen Keith Roach
Editing Company: Final Cut
Other Credits: VFX Artist -Tom Harding/VFX Producer: Julie Evans
Brief Explanation
"Playin' with my friends" was created to show the best parties (and behaviour) happen when adults and children are sat around the same table.
We brought this insight to life through the imagination of our little girl. Seeing the party through her eyes, the adults are transformed into giant toys. We see the kids and grown-ups use IKEA products and solutions to create the perfect gathering they can all enjoy side by side. It's only when they all sit down together that the teddy bear, robot, action figure, doll and charismatic monkey are revealed to be the adults that they were all along.
Playin' With My Friends is accompanied by an original cover version of Playin' With My Friends by Master's of France.