Mathias Appelblad

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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 client Statoil.

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."

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