Selection for INGKA Group communication
IKEA Business Calendar
We got the mission to explain how the work at IoS with the Business Calendar affects the work out on the IKEA markets. IKEA Belgium was targeted as a good example. We decided to follow the chain of events, from IoS in Älmhult, to the Service Office in Belgium and on the Antwerp store and finally into the home of an IKEA customer. The objective of the film was to make the people at IoS understand how important their work with the IKEA business calender is for the organisation, and the have them do an even better job! The awareness varies a lot so we decided to angle the film in a way so that it appears to explain it for a customer…
STRANDMON - THE NEW OLD WING CHAIR
We created four different films for the launch of the STRANDMON chair. We highlight, design, product development, quality and cooperation with suppliers, etc. We tell the story about STRANDMON in different ways for different target groups.
We made STRANDMON – FULL STORY for all IKEA co-workers, a slightly shorter PR-version for the media and another version, focusing on the supplier in Romania and about how IKEA is working with their suppliers. The target group for the latter was IKEA co-workers within the supply area – but also for other external suppliers.
STRANDMON - A WING CHAIR FOR EVERY HOME
On top of the three films made for IKEA Group we also made a film about STRANDMON specifically launched with the IKEA Catalogue as ”extended content”. The footage from this film was also used in the other films to give them a higher production value. So you could say that these films were financed from two sources.
IKEA – Be Prepared
To improve the security on business travels, INGKA Group have signed a deal with Falck Global Assistance. It also includes the Safeture Pro app for coworkers. We were assigned to make a film that should give exaples of potential risks during business travels, without discouraging people to travel. The purpose of the film was to raise the awareness of risks and to get people to become better prepared. We choose to describe the ups and downs of traveling in a playfull manner.
When the German TV-show Markencheck (falsly) accused IKEA of selling products made in Belarus labeled as if they were produced in Lithuania, people got very upset. Both IKEA coworkers and customers demanded an explanation. We asked IKEA Germany to have their staff record their questions to us on video and send them to us. We brought those questions to IoS in Älmhult and had the IKEA people to clear allmisunderstandings and explain the facts. We also managed to get a local filmteam to visit the production site in Belarus to show the actual working conditions there – and they were certainly much better than most people expected. BTW, the products produced in Belarus was sold in Russiua and Belarus and the products sold in Germany was produced in Lithuania, just as they were marked.
Place in your room - Augmented Reality brings people together
When augmented reality was first introduced as part of the IKEA catalogue, they wanted to explain how it worked and to inspire people to test the app. The film is shot in the studio at ICOM in Älmhult and it has got far more than a million views.
IKEA Foundation – Power for a brighter future
In 2017, IKEA Foundation made a massive donation to UNHCR, enabling the refugee camp in Al Azraq, Jordan to become independent from the (expensive) power grid in Jordan. This freed up some €6000 a month for the camp, money that instead can be used for health and education, fresh water infratsructure etc. The installation and maintainance of the solar power created jobs in the camp and the electricity provides more than just power to lit up the houses – it brings back a sense of life in the camp. Now life continues after the sunset.
We made this short doc and we also provided stills for the IKEA Foundation and UNHCR website as well as the IKEA Foundation annual review. We were two persons in the team and we worked in the camp no more than two days.
IKEA Lithuania Summer Sale
We produced a series of advertisements directly aimed to the Lithuanian market. We got the chance to learn about the local humor, visit the first store to open in the Baltic region and to meet amazing people, passionate about the IKEA way. This was one of the commercials that came as a result of that collaboration.
Secure it! - creating safer homes together
Are you familiar with that small bag of wall attachment screws that comes with many IKEA wardrobes and other furniture? Many people do not use them. Some IKEA chest of drawers have been in the spotlight for their lack of stability when not attached properly to the wall. We wanted to show the the importance of this matter – without actually showing anyone being injured.
Yearly Summary - 2015
A late thursday evening we got a call: could you help us with a thing. The deadline is ... tight. Next day at noon we were filming Peter Agnefjäll in Leiden and together with footage from our recent IKEA productions and a simple graphic idea we were able to deliver this film early next week.
This is a film about an IKEA product. It is a much simpler production. It has a lower budget and shorter production time. In this film we tell the story about FJÄLLBERGET and the collective efforts of designer, production developers and material experts, to reach a cost effective solution to make a bent-wood chair that you would otherwise find at mich higher prices. They are traditionally made in much smaller series. So, the over arching message is that IKEA really trieas hard to bring good quality to the market in larger volumes so that many people can afford to buy them.
This is more than yet another film about an IKEA product. It is a film about IKEA ingenuity. We show the new collection, REGISSÖR, but the store is more about the IKEA invented "wedge dowel" and how it simplifies the assembly of the furniture in the REGISSÖR family. To give an insight in the development of this solution we meet designers, product developers, material experts and inventors and suppliers. And of course we let them see who is the fastest to put the REGISSÖR furniture together.
WHAT MAKES A HOME?
We interviewd people in other places than inside their homes. Sometimes obn their fornt door, sometimes simply out in the street. Some of the interviewees were scouted, many were just people in the street.
IKEA LAUNCHES & ACTIVITIES "CELEBRATION"
When IKEA decided to have four launches a year instead of only one, there was a clear need to communicate each launch. The films were targeting co-workers in the stores so that they would be well prepared. The films shows the overall theme of each launch and how they are put together when it comes to colours, patterns, and different materials. The films were produce well in advance so we were quite limited to very few products or room sets to film so these films are made as collages.
We have made eight films to different launches, all according to a similar format and on top of that we made two films that explains the whole idea behind having multiple launches.
Reference Store - Abu Dhabi
Over the years we have done quite a lot of films highlighting best practices in the IKEA world. This is the latest example. We visited IKEA Yas island in Abu Dhabi, a store that was selected to be a reference store. Together with our client we decided to highlight the five areas of working where they really excelled in a five minute film. Take five!
SALMON - a Swedish Tradition
IKEA Food is offering IKEA visitors around the world a variety of ingredients for traditional swedish dishes, for example salmon, meetbalss, lingonberries, hearring, hard bread, and more. To show the swedish roots and to explain how swedes eat these product we made a series of films in the same format; Salmon – a Swedish traditiopn, Meetballs – a Swedish tradition, etc. These films are shown in the IKEA Food stores and in the IKEA restaurants.
IKEA LAUNCHES & ACTIVITIES FEBRUARI 2019
When IKEA decided to have four launches a year instead of only one, there was a clear need to communicate each launch. The films were targeting co-workers in the stores so that they would be well prepared. The films shows the overall theme of each launch and how they are put together when it comes to colours, patterns, and different materials. The films were produce well in advance so we were quite limited to very few products or roomsets to film so these films are made as collages.
We have made eight films to different launches, all according to a similar format and on top of that we made two films that explains the whole idea behind haing multiple launches.
Leading with Communication Part 2
IKEA have moved from being very enclosed to becoming very open and transparent in the way it communicates, internally and externally. We have made two films about this, one about external communication and one about internal communication.
In Part 2 we show some good examples of internal communication from different places in the IKEA world. The episodes from various countries are held together by a narrator and a graphic style, using post-it papers… This film is targeting communiation people and managers and the objective is to create proudness, and to inspire to continue to make a good job!
In the US, cots for the smallest children are made unreasonably big and bulky. The IKEA designed cots use less material, are much lighter and more slim, so they might look less safe at first glance.
This is why a film was needed - to show that IKEA is not jeapardising. We decided to create a mix of home-like footage and an interview with an IoS person to explain the choice of materials, show the durability and stirdyness, and to share the thoughts behind the design. We also had her jump in the cots – and they stood that test.
SOME NON-IKEA Productions…
LIMA - Mobility as a service
Lindholmen in Gothenburg, Sweden is a fast growing very dynamic high tech company area, where public and private transport has many challanges. Mobility-as-a-Service is being introduced by LIMA as a pilot project for enterprises and their employees in the area. The service is launched with an app that gives access to cars, buses, bikes, ferries and other means of transport – in any combination. The objective with this film was to explain the reasoning being LIMA and to inspire people to sign up and be part of the pilot project.
CITY OF TOMORROW
We do not know exactly when and how the transition to autonomous cars will take place - but we do know that they will bring a lot of benefits when it comes to urban planning and the life in our cities. In this film we decided to focus on areas where autonomous cars have positive effects without getting into details about technical or juridical issues. The film is non-branded, so it has been used by several different organisations and companies that wants to explain what self-driving cars will meen for our cities.