Operation Treenapping - as the spot is dubbed - is a metaphor-driven story with a message: the one thing that really matters during the holiday season is being together with the people you love. Miguel Aguza, head of communications, IKEA Belgium: “More than anything, the holiday season is about coming together and celebrating each other. Some people buy expensive gifts, others choose to simply cook a nice dinner, and put a candle on the table. To us, it doesn’t matter how you celebrate Christmas, we just want you to realise that the essence of Christmas is being together. And although the role of the brand might seem small in this story, it isn’t in real life. However you decide to celebrate your Christmas together, IKEA is there to help you”.
The spot was directed by UK director Bruce St Clair, and produced by Caviar. The soundtrack was composed by Peter Baert, head of sound studio Raygun. Operation Treenapping will air on TV, online, as well as in movie theaters. And it will also be supported by an outdoor campaign.
Client : IKEA Belgium
Contacts : Miguel Aguza & Peter Jongert
Agency : DDB Brussels
CD : Peter Ampe & Odin Saillé
Creation : Ralf De Houwer & Jonas Caluwé
Strategy : Dominique Poncin
Account team : Francis Lippens, Annelies Nyns & Maria-Laura Laubenthal
PR : Kenn Van Lijsebeth
TV Producer : Brigitte Verduyckt
Production company TVC : Caviar
Director : Bruce St. Clair
Executive Producer : Ilse Joye
Producer : Thomas Hofman