IKEA Film, Digital, Viral UPPLEVA by Acne Stockholm, Forsman & Bodenfors Stockholm

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UPPLEVA

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Industry Department Stores & Shopping Malls
Media Film, Digital, Interactive & Mobile, Viral
Market Sweden
Agency Acne Stockholm
Agency Forsman & Bodenfors Stockholm
Account Supervisor Maria Bergkvist
Production Swiss
Designer Ellinor Bjarnolf
Producer Christian Rehnfors, Pål Åsberg
Released April 2012

Awards

Epica Awards 2012
Public Relations Public Relations Silver

Credits & Description

Agency (city): Forsman & Bodenfors
Copywriter(s): Johan Holmström
Art Director(s): Agnes Stenberg-Schentz, Jeremy Phang, Silla Levin
Production Company (& City): Acne Production (Stockholm)
Agency Producer(s): Alexander Blidner

Designer: Ellinor Bjarnolf
Account Supervisor: Maria Bergkvist
Account Manager: Helena Lignell
Planner: Tobias Nordström
Pr: Lina Thomsgård
Director (Acne Production): Marcus Svanberg
Producer: Pål Åsberg/Christian Rehnfors
Post Production: Swiss
Music: Music Super Circus

Short explanation
This year, IKEA introduced UPPLEVA, a completely new product range that integrates a smart-TV and sound system with furniture; bringing order, beauty and functionality to living rooms all over the world.
Entering a completely new business area is something IKEA doesn’t do very often, making the launch all the more important. The challenge was to present this unique piece of news in a way that would create both global media exposure for the launch, and massive public interest.
The situation demanded it, as the product would at first be available in five European cities only – Stockholm, Paris, Gdansk, Berlin, and Milan – while we anticipated that interest in this product would stretch far beyond these lucky five. IKEA wanted the news to create interest with world-wide media, but also bring their idea directly to consumers. Everywhere at once.