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HomeMarketingIkea's Quick Movie Reveals Even Trolls Deserves a Pretty Dwelling

Ikea’s Quick Movie Reveals Even Trolls Deserves a Pretty Dwelling


The state of your house can have a robust affect in your on a regular basis temper and normal well-being. The most recent work from Ikea explores this notion with a modern-day fantasy that exhibits all creatures are deserving of a house that makes them really feel good.

Made in collaboration with company Rethink and directed by Nick Ball, “The Troll” is a brief movie that provides a human contact to the traditional bridge troll story. The 2-minute spot follows a younger boy who, together with his household, encounters the creature as he glumly collects tolls on the bridge. Curious, the younger boy returns to the troll’s cave beneath the bridge, the place he arrives with gifted furnishings from Ikea. Beginning with a modest lamp, the boy and the troll flip the standard cave into a comfortable abode, which in flip uplifts the troll’s temper—a successful improvement for him in addition to anybody that comes throughout his path.

“We wished to make use of the character of the troll to indicate the ways in which our properties mirror our vitality, and in flip, perpetuate how we really feel. With our busy lives, I feel lots of people can relate to getting house on the finish of the day and feeling a bit troll-like,” mentioned Robbie Percy, companion and inventive director at Rethink, in a press release. “However while you come house to a spot that feels proper, you discover the distinction. It helps you are feeling so much higher, too.”

“The Troll” is a continuation of the model’s Carry Dwelling to Life platform, which launched in 2022. Johanna Andren, Ikea Canada’s head of promoting, additionally states that the work was based mostly on the model’s intensive Life at Dwelling analysis, which explores the connection between individuals and their properties.

“The story of the troll, whereas fantastical, can be grounded in a human reality that we will all relate to,” mentioned Andren. “By way of the connection between the caring boy and the grumpy troll, we see that with somewhat significant consideration, we will rework our area, and our lives.”

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Ikea Canada / Rethink

Stay the fantasy

“The Troll” was shot in Slovenia, each on location at an precise bridge and in studio. Moreover, the troll was constructed by Czech puppet maker Martin Pec and delivered to life with animatronics.

With Ball’s course, the work continues the model’s proclivity for whimsical storytelling, as seen in earlier works like “Each Dwelling Ought to Be a Haven” and “Modified a Bit for the Good.”

“Nick is such a proficient world-builder,” added Percy. “From the toll sales space to the design of the troll to creating his little house beneath the bridge, each element was crafted and thought of to create a surprising world and story that was each plausible and delightful.”

The marketing campaign will run in Canada and Australia alongside OOH, in-store and social and digital parts.

Title: The Troll
Shopper: IKEA
International Chief Artistic Officer: Aaron Starkman
Chief Artistic Officer: Mike Dubrick
Artistic Director: Caroline Friesen, Robbie Percy
Copywriter: Robbie Percy
Artwork Director: Caroline Friesen
Chief Technique Officer: Sean McDonald
Technique Director: Jay Fleming
Group Account Director: Kiara Wilson
Account Director: Megan Christopher
Account Supervisor: Erica Francis
Director of Broadcast Manufacturing: Shelby Spigelman, Nadya MacNeil
Senior Producer: Andrew Schulze, Chantel Brinkman
Senior Built-in Producer: Jessica Luong, Terri Winter
Date of First Look: January 9, 2023

Manufacturing Home: OPC/ Division Movies – Ljubljana, Slovenia
Director: Nick Ball
Producer (OPC): Harland Weiss, Max Brook

Director of Pictures: Daniel Voldheim
Manufacturing Designer: Marco Puig
Inside Design: Donna Irvine
Publish Manufacturing Home: Nimiopere
Editor (Nimiopere): Graham Chisholm
Government Producer (Nimiopere): Julie Axell
VFX Home: Home of Parliament
VFX Producer: Lexi Stearn & Emma Hertz
VFX Supervisor: Peter Smith
Colourist: Alex Bickel – Colour Collective
Government Producer: Claudia Guevara
Audio Home: Vapor Music
Music Director: Ted Rosnick
Audio Producer: Kat Stewart
Pictures Manufacturing Firm: Photoby – Wunderkamera
Photographer: Ernest Winczyk
Government Producer: Krzysztof Wiecek
Rethink 360 Studio Credit: Justin Chan, Stephanie Sherwood, Brad Kumar
Troll Builder: Martin Pec

Troll Design: Aaron McBride
Built-in Manufacturing Marketing consultant: William Cranor

Shoppers:
Johanna Andrén, Head of Advertising and marketing, IKEA Canada
Claudia Mayne, Director of Model Advertising and marketing, IKEA Canada
Jacqueline Wark, Cluster Advertising and marketing Communications Chief, IKEA Canada
Nadia Kassam, Advertising and marketing Communications Specialist, IKEA Canada
Lindsay Marsh, Inside Design Chief, IKEA Canada
Marissa Fischer, Built-in Media Chief, IKEA Canada
Lisa Huie, Public Relations Chief, IKEA Canada
Rethink – French Diversifications:
Karine Doucet, Affiliate Artistic Director
Annick D’Auteuil, Freelance Broadcast Producer
Catherine Blouin-Mainville, Account Director
Gabrielle Bergeron , Account Supervisor
Rethink – Model Narrative Workforce:
Meredith Montgomery , Public Relations Lead
Lianne George , Editorial Lead

Different Credit:
Media – Carat Canada:
Karen Hrstic, Vice President
Tracey Cronin, Account Director
Christine Ma, Media Supervisor
Kevin Martins, Digital Supervisor
Sherlaine Verdes, Senior Digital Planner

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