Ikea - "The Troll" by ANDY Awards 2023
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Ikea - "The Troll"
- Brand: Ikea
- Country: Canada
- Advertiser: IKEA
| Title | The Troll |
| Agency | Rethink Communications Inc. |
| Campaign | Bring Home to Life |
| Advertiser | IKEA |
| Brand | Ikea |
| Date of First Broadcast/Publication | 2023 / 1 |
| Business Sector | Drugstores, Specialty Stores |
| Story | In this film, we tell the mythical story of a grumbling troll who works as a toll booth collector and lives under a dark, damp bridge. When a young boy takes an interest in the troll and offers an IKEA lamp to brighten up his living space, things begin to change. Together, they transform the space into a bright and cozy home. In the end, it’s more than the Troll’s home that's improved, as we see him go from a sad lonely troll to a happy one. And as the boy and the troll enjoy the comfortable space, the long-tormented villagers above are finally free to cross the troll’s bridge. |
| Media Type | Digital |
| Length | |
| AI Description | The ad opens with a mystical and slightly somber atmosphere as we see a winding country road leading to a troll’s dark, forested bridge. A mother and her son in a vintage car approach the toll booth, and a grim troll appears. The scene transitions to a damp cave where the troll resides. A curious young boy offers an IKEA lamp to the troll, bringing warmth to the gloomy environment. With the light, the troll’s cave is gradually transformed into a cozy home, complete with cushions, a rug, and other IKEA furnishings. The troll begins to appear happier and more sociable. As the ambient music enhances the transformation, villagers, once scared to cross the bridge, can now do so freely with the troll’s change of heart. The tagline, “Bring home to life,” reinforces IKEA’s message that home decor can significantly impact one’s mood and environment. |
| Sound Design Company | Vapor Music Group |
| Chief Creative Officer | Aaron Starkman |
| Advertising Manager | Johanna Andrén |
| Director | Nick Ball |
| Puppet Lead | Martin Pec |
| Media Agency | Carat |
| Global Chief Creative Officer | Aaron Starkman |
| Chief Creative Officer | Mike Dubrick |
| Creative Director | Caroline Friesen |
| Creative Director | Robbie Percy |
| Copywriter | Robbie Percy |
| Art Director | Caroline Friesen |
| Group Account Director | Kiara Wilson |
| Director of Broadcast Production | Shelby Spigelman |
| Director of Broadcast Production | Nadya MacNeil |
| Senior Producer | Andrew Schulze |
| Senior Producer | Chantel Brinkman |
| Production Company | OPC |
| Production Company | Division Films |
| Director of Photography (DOP) | Daniel Voldheim |
| Production Designer | Marco Puig |
| VFX Producer | Emma Hertz |
| Special Effects / VFX | Peter Smith |
| Colorist | Alex Bickel |
| Colorist | Color Collective |
| Executive Producer | Claudia Guevara |
| Music Director | Ted Rosnick |
| Credits | Justin Chan |
| Chief Strategy Officer | Sean McDonald |
| Strategy Director | Jay Fleming |
| Account Director | Megan Christopher |
| Account Supervisor | Erica Francis |
| Executive Integrated Producer | Jessica Long |
| Producer | Harland Weiss |
| Set Design | Donna Irvine |
| Post Production | Nimiopere |
| Editor | Graham Chisholm |
| Executive Producer | Julie Axell |
| VFX Company | House of Parliament |
| Audio Design | Kat Stewart |
| Photography Studio | Wunderkamera |
| Photographer | Ernest Winczyk |
| Executive Producer | Krzysztof Wiecek |
| Builder | Martin Pec |
| Integrated Production | William Cranor |
| Executive Integrated Producer | Terri Winter |
| Producer | Max Brook |
