Laurent Dravet
Senior Copywriter at BETC
Boulogne-Billancourt, França
TituloSofa
Titulo (língua original)Le Canapé
Agência
Campanha Furniture doesn't die, change it - IKEA
Anunciante IKEA
Marca IKEA
Data da primeira Transmissão/Publicação
Produto Furnishing
Produto (língua original) Ameublement
Sector Empresarial Drogarias, lojas especializadas
Legenda IKEA. REACT
Legenda (língua original) IKEA. REAGISSEZ
História 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".
História (língua original) 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.
Filosofia 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.
Filosofia (língua original) 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.
Problema IKEA wants, with this campaign, to assert itself as the reference brand in the furnishing market for better living.
Problema (língua original) IKEA compte bien, avec cette campagne, s'imposer comme la marque de référence du mieux vivre sur le marché de l'ameublement.
Tipo de Mídia Televisão
Comprimento
Mercado França
Som
Director de publicidade
Director de publicidade
Director de publicidade
Director criativo
Director criativo
Redator
Redator
Director de contas
Account Manager
Account Manager
Planeador estratégico
Produtor da agência
Produtor da agência
Pós-produção
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