The IKEA catalogue is one of the most read books in the world. So it makes sense for the models to consider this their breakthrough moment. Their door opener to stardom. We listen in as they dream out loud of becoming household names in TV, modelling, acting, and mentally preparing themselves for a life in the spotlights.
But if you’ve ever opened one, you’ll know: IKEA catalogues are all about furniture. And the models are only there to make the furniture look good, not the other way around. In fact, the people are not in there at all. They get blurred out, cropped off, or shot with their backs pointing towards the camera.
Yes, in theory, they will be seen by more than 200 million people, but in reality they’ll be noticed by zero.
After all, the real stars of the IKEA catalogue are Swedish, and they have names like Billy, Pax, and Malm.
Campaign: Meet the stars of the new IKEA Catalogue
Client : IKEA Belgium
Contacts : Miguel Aguza, Christine Vermorgen & Peter Jongert
Agency : DDB Brussels
CD : Peter Ampe & Odin Saillé
Creation : Ralf De Houwer & Jonas Caluwé
FR subtitles : Jonathan d’Oultremont
Strategy : Dominique Poncin
Account team : Francis Lippens, Annelies Nyns & Maria-Laura Laubenthal
PR – Press Coordinator : Kenn Van Lijsebeth
TV Producer : Brigitte Verduyckt
Production company TVC : Caviar
Director : Amir Farhang
Executive Producer : Ilse Joye
Producer : Geert De Wachter
Media : TV, Cinema, Web
Start date : 24.08.2016