2021 Winner

With less and less space, and more stuff piling up inside homes, Canadians needed help getting organized. IKEA showed how the seemingly infinite configurations of its storage system – the PAX wardrobe – could help them tidy up. Rethink and The Vanity demonstrated this with a visual metaphor.

The team created a fairy tale world of infinite possibilities using just 28 wardrobes. The others were built digitally using photogrammetry, a method that captures hundreds of photos to build 3D models. They then assembled the digital wardrobes (and their contents) individually to capture the magic of PAX. The colour-coded wonderland showed how the wardrobe could be configured to organize everything from everyday items like jewelry, clothing and toys, to fantastical objects and even a few easter eggs like IKEA’s own iconic red lamp.

Credits

Executive Creative Director: Christina Yu, Aaron Starkman
Art Director: Nick Noh
Writer: Jordan Darnbrough
Strategist: Sean McDonald, Stacy Ross
Producer: Anna Tricinci
Production Company: Revolver Films
Director: Scott Cudmore
Editor: Ross Birchall
Director of Photography: Pablo Berron
Line Producer: Peter Oad
Post Production House: Saints Editorial
On Line: Kaelem Cahill, The Vanity
Grading: Wade Odlum, Alter Ego
Casting Director:Steven Mann, Mann Casting
Audio House: Vapor Music
Audio Director: Ted Rosnick
Audio Engineer: Art Mullin
Account Services: Sarah Riedlinger, Megan Chrisopher
Media Company: Carat