IKEA is promoting the launch of the 2012/2013 catalogue with an advertising campaign focusing on the new focus on textiles. “Imagine a world without textiles. A place where comfortable pillows are replaced with tree stumps. Where curtains are made of sheet metal, rugs are made of sand, and sofas are made of cactus. That’s a hard world. Literally. At IKEA, we have a soft spot for the soft parts. The fun and fluffy parts. The romantic and refreshing parts. The colourful and comfortable parts. The parts that put us to sleep, dry us off, help us relax and hide the stuff we don’t want to see. Without textiles, life is hard.”
Click on the image below to play the World Without Textiles video in YouTube (HD)
The World Without Textiles campaign was developed at McCann Worldgroup, New York, by chairman Linus Karlsson, vice chairman Andreas Dahlqvist, associate creative directors Koen Malfait, Zack McDonald, junior art directors Sheila Johansson, Zorica Radovic, chief production officer Brian DiLorenzo, producers Luca Mazzarini, Minnie Tran, music producer Michael Ladman, executive project leader Rich Whalen, project leader Isabelle Brummer Lewenhaupt.
Filming was shot by director Olivier Babinet via Paranoid US with director of photography Yves Cape, executive producers Jamie Miller, Claude Letessier, producer Pat Harris, production designer Robert Dabrowski, costume designer Fred Cambier.
Editor was Arianna Tomasettig at Final Cut, with colorist Pearly Leung, mixer Marc Healy and producer Olivia Chiu.
Music is “Everything I own” by Maplewood.