The first work for brand IKEA out of McCann New York is a little bit hard to watch. A 2-minute film, directed by Paranoid's Olivier Babinet, imagines a world without all that is soft and fluffy. Where pillows are tree trunks, and underwear is made out of aluminium foil. But a little bit of softness out of IKEA might be able to change all that. The web film is the introduction for IKEA's catalog for the year, which has "textiles" as a theme.
Set to some pretty nice music, a track called "Everything I Own" by Maplewood, the web film gives a sneak peek at what we can expect out of the (Swedish) creative leadership at the agency, which was named AOR for the IKEA catalog last August, and in November, was also tasked with overhauling the retailer's website.