In 2007 Swedish agency Forsman & Bodenfors continued to
bring digital innovation to longtime client Ikea, on the
third round of the lauded "Dream Kitchens" campaign. Led
by Appelblad, the effort went even deeper into the dining
areas, allowing visitors to zoom in and get up close and
personal with the rooms and the various products within it.
The site was also part of the brand's global campaign,
which "led to the site concept of 'Around the world in 5
kitchens,'" says Appelblad. "Once the concept had been
visualized, the demand for more expanded living spaces
and closer proximity to products gave us the idea of a flythrough,
rather than the 'circle the dollhouse' approach of
the two previous Ikea kitchen sites." Beyond IKEA F&B
turned out the "Waking" spot for AMF and projects for
On the role of digital at F&B: "Today, it is a major part of
our day-to-day business. Eight years ago when we started
out doing interactive work we hadn't a clue where to start.
But we decided that overnight all creatives are now interactive
creatives also. No in-house digital agency. No passing
on digital work to others. Everybody is hands-on."