IKEA The Best Toy Ever

IKEA Australia has launched a timely and inspiring film for the Christmas period, “The Best Toy Ever”. Featuring Australian children in real homes, IKEA delivers a refreshing non-commercial message seeking to remind families about what is truly valuable during the Christmas holiday period and beyond. The mini documentary explores the perspectives of children who have invented imaginary friends and developed personalities for their soft toys.

IKEA Best Toy Ever commercial

IKEA Australia Country Marketing Manager Kristin Bengtsson says: “At IKEA, we believe children are the most important people in the world, and as a parent there is nothing more rewarding than spending time together having fun and learning through play.” “Together with our creative agency, The Monkeys, we wanted to create a film that inspires us all to make room for play every day, all year round.”

IKEA Best Toy Ever Credits

The IKEA Best Toy Ever campaign was developed at The Monkeys by executive creative director Justin Drape, creative director Paul Bruce, senior art director Barbara Humphries, senior copywriter Tim Pashen, planning director Michael Hogg, senior production manager Melissa Petryszyn, head of content management Lisa Ramsey, content director Emma Ashworth and content manager Siena Shuttler, working with IKEA Australia marketing manager Kristin Bengtsson, external communications and media manager Peter Moore, and marketing campaigns specialist Joanna Roberts.

Filming was shot by director Louis Sutherland via The Sweet Shop with producer Nikolas Aulich, executive producer Wilf Sweetland, director of photography Ari Wegner, 2nd unit director of photography Daniel Földes. Post production was by The Sweet Shop and Method Studios. Editor was Nathan Hickey. Sound was produced at Song Zu, Sydney. Music is by Grayson Gilmour.