IKEA’s latest spot re-imagines what life would have been like if Instagram was around back in the 17th century.
The ‘Let’s Relax’ spot was created and produced by Stockholm advertising agency ACNE and directed by Tompa & Rondo. IKEA’s aim is to encourage people to rediscover the simple joy of cooking, eating and being together; the spot ends with the words: “It’s a meal. Not a competition.”
Johan Holmgren, creative director at Acne said in a statement. “We’ve arrived at a moment in time where the expectations we bring with us into the kitchen hold us back from what we might like to do. Not only expectations that others put upon us, but also those which we put upon ourselves when we believe that we have to present a ‘perfect’ image of ourselves online.”
CREDITS
CREATIVE AGENCY
CREATIVE DIRECTOR: Johan Holmgren, Morten Kjaer
COPYWRITER: Markus Bjurman
ART DIRECTOR: Cecilia Dufils
CREATIVE: Fredrik Preisler, Katie Copeland
EXECUTIVE PRODUCER: David Olsson
CREATIVE AGENCY: ACNE
PROJECT MANAGER: Mia Malmström
PRODUCERS: Fredrik Skoglund
HEAD OF PLANNING: Morten Lundholm
FINISHED ARTIST: Oliver Juan
PRODUCTION COMPANY
PRODUCTION COMPANY: ACNE
DOP: Anders Jedenfors
DIRECTOR: Anders Tompa & Rondo
