2020 Winner

CASE SUMMARY

The prospect of no longer needing a nice-while-it-lasted piece of disposable furniture or home decor is scary. To help rid people of their fear of waste, IKEA created “stuff monster,” a special effects-generated character with lamps for eyeballs and a body made of boxes, side tables and other household “stuff” that commonly ends up in the dumpster. The creature (a metaphor for the clutter that weighs people down) hands out pieces of itself to grateful neighbours and strangers, giving them a second life. It becomes lighter (and happier) until its true identity is revealed to be a woman placing a box of items on the curb along with a “free” sign. Building on the sustainable message at the heart of IKEA’s “Lamp 2,” the ad served as another reminder of the retailer’s People and Planet Positive strategy, whose goals include reducing waste.

Credits

Executive Creative Director: Aaron Starkman, Christina Yu, Chris Staples, Ian Grais
Creative Director: Joel Holtby, Dhaval Bhatt
Art Director: Joel Holtby
Writer: Dhaval Bhatt
French Writer: Karine Doucet
Director of Client Services: Marie Lunny
Account Director: Sarah Riedlinger
Account Manager: Daniel Riggi
French Account Manager: Catherine Blouin-Mainville
Managing Director, Strategy: Sean McDonald
Strategy Director: Stacy Ross
Producer: Erica Metcalfe
French Producer: Marie-Piere Poulin

Production Company: Scouts Honour
Director: Mark Zibert
Director of Photography: Christopher Mably
Live Action Producer: Rita Popielak
Production Supervisor: Simon Dragland

VFX Studio: A52
VFX Supervisor: Jesse Monsour
CG Supervisor: Andy Wilkoff
2D VFX Artist(s): Jesse Monsour, Richard Hirst, Hugh Seville, Narbeh Mardirossian
3D Artists: Adam Rosenzwieg, Alejandro Castro, Andy Wilkoff, Daniel Jensen, Dustin Mellum, Evan Mayfield, Ian Ruhfass, Joe Chiechi, Joe Paniagua, John Riggs, Josh Dyer, Max Ulichney, Michale Bettinardi, Michael Cardenas, Mike Di Nocco, Suzi Little
Online Editor: Chris Riley
Producer: Scott Boyajan
Executive Producers: Patrick Nugent & Kim Christensen
Managing Director: Jennifer Sofio Hall

Colorist: Eric Whipp (first pass) & Conor Fisher (final pass)
Color Assistant: Jonah Venneri
Senior Color Producer: Jane Garrah

Editorial Company: Rooster Post
Editor: Marc Langley
Assistant Editor: Chloe Vankoughnett
Executive Producer: Melissa Kahn

Composer: Cat Stevens (licensed track) ’Tea for the Tillerman'
Sound Design: Kevin Chamberlain
Final Mix/Engineer: Julian Rudd
Managing Partner: Lindsey Bates
Creative Director: Ted Rosnick

FRENCH AUDIO
Music Agency: Circonflex
Music Supervision : Delphine Measroch / Paul-Étienne Côté
Licensed Music : Damien Robitaille « plein d’amour »
Original Music : Francois-Pierre Lue (Intro)
Final Mix/Engineer: Dominic Cabana
Creative Director: Paul-Étienne Côté