IKEA Film Helping Hands by Havas Lemz Netherlands, Czar

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Helping Hands

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Industry Department Stores & Shopping Malls
Media Film
Market Netherlands
Agency Havas Lemz Netherlands
Art Director Rein Van Der Ven
Copywriter Sander Van De Vlasakker
Creative Agency Czar
Director Floris Kingma
Released April 2018

Credits & Description

Alternative title: Sleep / Charging
Marlies Smit
Carlien Verplanken
AGENCY: Havas Lemz
Country: Netherlands
Copywriter: Sander van de Vlasakker, Floris Kingma
Art Director: Ralf van Lanen, Jelier & Schaaf
Editor: Teun Rietveld
Post Production: Storm Postproduction
Sound: Soundcircus
RTV Producer: Marga Bierema
Director: Floris Kingma
Producer: Roos Blank
Production Manager: Aemilia van Lent
DOP: Gabor Deak
1st AD: Philip de longh
Public Relation: Rizka Soetjoko
Published: April 2018
Born out of a collaboration between CZAR’s Floris Kingma and Havas Lemz Amsterdam, the latest IKEA campaign highlights the importance of a good night sleep and being 100% recharged in the morning. Havas created the concept in hopes that the viewers will understand why a good night’s rest is important and how they can improve the quality of their bedroom using IKEA products.
The film kicks off with a sleep-deprived woman trying to put her baby to sleep while her partner helps with getting ready for bed. The story continues, narrated in a poetic way as the film shows the progress of the two women’s energy levels. As the couple sleeps, a battery appears as a metaphor for recharging. The IKEA set starts to assemble itself - tidying things up. The energy bars keep rising as the night paces away and the sun starts to rise when the baby finally wakes up, revealing her in her cheerful self.
The campaign brief was to highlight IKEA’s established position as a bedroom expert and CZAR narrowed the storyline, as advised by the client, while adding imagination to the script and presenting the bedroom scene in a mysterious, whimsical way. CZAR and Havas Lemz used a lot of different light elements in this film to deliver a warm atmosphere to the viewers - the focal point of the lights is also shown through the time development as the night slowly turns into morning.