| Başlık | Table |
| Başlık (ana dil) | La Table |
| Haftanın | CLM BBDO |
| Kampanya | Furniture doesn't die, change it - IKEA |
| Reklamcı | IKEA |
| Marka | IKEA |
| İlk Yayınlanma Tarihi | 2004 / 9 |
| Ürün | Furnishing |
| Ürün (ana dil) | Ameublement |
| Sektör | Drugstores, Specialty Stores |
| Slogan | IKEA. REACT |
| Slogan (ana dil) | IKEA. REAGISSEZ |
| hikaye | Four commercials directed by Rémy Belvaux (and produced by Quad) show a world turned upside down, in order to denounce the irrational attachment we have for our furniture. In a atmosphere which is both comical and out of the ordinary, different characters witness the death of their furniture. The packshot reveals the significance of the commercials The table, The sofa, The chest of drawers, The wardrobe :"Furniture doesnt die, it changes" and spurs you into action: "IKEA R≠ACT". |
| hikaye (ana dil) | Quatre films réalisés par Rémy Belvaux (produit par Quad) mettent en scène un monde absurde pour dénoncer l'attachement irrationnel que l'on voue à ses meubles. Dans une atmosphère humoristique et décalée, différents personnages assistent en direct à la mort de leurs meubles. Le packshot vient révéler le sens des films La table, Le canapé, La commode et L'armoire: "Ca ne meurt pas un meuble, ça se change" et incite à l'action: IKEA. R≠AGISSEZ. |
| felsefe | The notion of patrimony is strongly implemented in French culture. Even though society is rapidly evolving and the French show that they are in great need of a change, they remain very conservative in terms of furniture and decoration. They often inherit furniture which they have difficulty getting rid of. In order to fight against this conservatism, IKEA is trying to encourage everyone to have the desire to change their furniture in order to lead a better life at home. |
| felsefe (ana dil) | La notion de patrimoine est fortement ancrée dans la culture française. Bien que la société évolue rapidement et que les Français manifestent un grand besoin de changement, ils demeurent très conservateurs en matière de mobilier et de décoration. Ils héritent bien souvent de meubles dont il auront du mal à se séparer par la suite. Pour combattre ce conservatisme, IKEA prend le pari de donner à chacun l'envie de changer son intérieur pour mieux vivre chez soi. |
| Sorun | IKEA wants, with this campaign, to assert itself as the reference brand in the furnishing market for better living. |
| Sorun (ana dil) | IKEA compte bien, avec cette campagne, s'imposer comme la marque de référence du mieux vivre sur le marché de l'ameublement. |
| Medya Türü | Television |
| Süre | |
| Market | France |
| Ses | Chez Jean |
| Reklam Sorumlusu | Jean-Louis Baillot |
| Reklam Sorumlusu | Olivier Baraille |
| Reklam Sorumlusu | Stéphanie Jourdan |
| Yaratıcı Yönetmen | Barka Zerouali |
| Yaratıcı Yönetmen | Anne de Maupeou |
| Reklam Yazarı | Axel Orliac |
| Reklam Yazarı | Laurent Dravet |
| Müşteri Direktörü | Sandra Conan |
| Müşteri Temsilcisi | Marie Caignault |
| Müşteri Temsilcisi | Dorothée Gautier |
| Strateji Planlamacı | Thomas Kohn |
| Ajans Prodüktörü | Pierre Marcus |
| Ajans Prodüktörü | France Monnet |
| Post Prodüksiyon | Isabelle Fizellier |
| Prodüksiyon Şirketi | Quad Productions |
| Yönetmen | Rémy Belvaux |
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