Not often does a brand say that it is “second best” like IKEA does in its new campaign title, appropriately, “Proudly Second Best”. But it’s not a competitor or peer that it is taking the second seat to, it giving the nod of the best title to parents.
The campaign for the brand’s line of children-focused furniture features a series of three films celebrating the bond between parent and child. While the films open on the products they are pitching –the ANTILOP Highchair, BOLMEN Step Stool and the SMÅGÖRA cot – they are all shown unused left aside by kids in favor of their parents.
This campaign is a collaboration between Al-Futtaim IKEA, DAVID Madrid, and INGO Hamburg.
Credits
Campaign: IKEA Second Best Furniture
Agencies: DAVID Madrid, INGO Hamburg
Global Chief Creative Officer: Pancho Cassis, Tobias Ahrens
Global COO: Sylvia Panico
Chief Creative Officer: Saulo Rocha
Group Creative Director: David Krueger
Creative Director: Tomas O’Gorman
Senior Copywriter: Ricky Solano, Fernando Montero
Senior Art Director: Gonzalo Arica, Nicolás Lopez
Head of Accounts: Maria Garcia Herranz
Global Account Director: Annie Muñoz González
Global PR Director: Sandra Azedo
Client Approval: Carla Klumpenaar, Salama Ahmed, Dina al Sahhar, Oman Binita Roychowdhury
Production Company: Sal Gorda
Realizador: Michelle Cassis
Photography Director: Andy Pulido
Executive Producer: Juanjo Goìmez
Producer: Noelia Lobo
Production Director: Rubeìn Subirats
Art Director: Baìrbara Gil y Miguel Junquera
Estilismo: Paola Boch
Post production: Full Fiction
Color: GradePunk
Sound: The Lobby
Photography: Alberto Escudero, Oscar Calleja, Ricardo Moreira
