IKEA - "Goodbye Son"

Ogilvy UAE

Ogilvy UAE Dubai, United Arab Emirates

Ödüller

7827

Marka: IKEA
Ülke: United Arab Emirates

Reklamcı: IKEA

Başlık	Goodbye Son
Haftanın	Ogilvy UAE
Kampanya	Goodbye Son
Reklamcı	IKEA
Marka	IKEA
İlk Yayınlanma Tarihi	2018
Sektör	Home Appliances, Furniture & Gardening
felsefe	To bring our idea to life, our executions needed to portray drama in its most exaggerated form. We recalled the hyperbolic emotion and stupendous over-acting of the 1980s Spanish telenovas or “soap operas,” so we hinged our campaign on replicating these retro Spanish soaps entirely. Each execution played out as a single episode based on seemingly ordinary situations but shot in the dramatic style that mirrored the master scenes of the Spanish soap opera genre. Our cast remained the same throughout each episode, acting as typical soap family characters; the drama queen wife, the reactive husband, the bossy mother-in-law, the teenage daughter and eight-year-old son. Similar to the soaps, our situations were always triggered by one event that resulted in an extreme dramatic outburst. Yet that event could have been completely avoided if our products were in the home; the simple solutions that could have avoided the drama. The Spanish soap operas of the 1980s were much-loved by Arab families who would sit together around the television, gripped by every episode, feeling empathy and recognition with the dramas that unfolded every week. They soaps were always dubbed in classical Arabic as even though the language was no longer spoken, it added to the theatrical entertainment and allowed the dialog to be understood and enjoyed across the Arab world. This deeply nostalgic aspect of the Spanish soap operas helped bring our idea to life right away and achieve the overall look and feel we were aiming for. With direction, the goal was to remain committed to the authenticity of the genre and include all the retro elements that re-created the look and feel our audience were familiar with. The structure of the film triggered the build-up of drama by creating a master scene in every episode. Over-exaggerated acting, camera movements that replicated how the soaps were filmed with their famous crash zooms and whip pan actions, different camera angels that captured the same reaction and frames that spoon-fed emotions directly to the audience were all taken into account. The art direction established the soap opera-style from the very first frame along with wardrobe, hair and make-up that immediately conjured up typical 80s soap opera characters for our audience.
Medya Türü	Television
Süre	48 seconds
Yaratıcı Ajans Başkanı	Juggi Ramakrishnan
Grup Yaratıcı Direktörü	Youssef Gadallah
Creative Director	Juliana Paracencio
Sanat Yönetmeni	Moemen EL Siwi
Reklam Yazarı	Rana Khairy
Reklam Yazarı	Stella Parkes
Reklam Yazarı	Maya ElKai
Yaratıcı Yönetmen Ortağı	Troels Popp
Yaratıcı Yönetmen Ortağı	Majken Gram
Direktör	Tarek Shawki
Müşteri Temsilcisi	Ami Popat
Account Executive	Maged El Wakeel
Prodüktör	Luke Morris
Director	Omar Hilal
Prodüksiyon Sorumlusu	Begad Omran
Prodüksiyon Sorumlusu	Ahmed Azmi
Producer	Aly Seifelnasr
Producer	Nada Faied
Assistant Producer	Farah Serry
Assistant Producer	Shahd Allam
Director Of Photography	Kim Miquel
Editör	Ahmed Hafez
Sanat Yönetmeni	Mohamed Diaa
Sanat Yönetmeni	Mayar Mohsen
Fotoğrafçı	Mohamed Osama
Wardrobe Stylist	Dina Nadeem
Post Prodüksiyon	Aroma
Music	Sary Hany
IKEA Regional General Manager Marketing, Communication and Interior Design	Carla Klumpenaar
IKEA Regional Communication Manager	Amer Yaghi
IKEA PR & Communication Specialist	Binita Chowdhury