IKEA’s eureka moment
The homewares giant teases with a new campaign promoting a pretentious kitchen retailer called Eureka Spiritsis – but is that a cipher for the flatpack funsters?
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Credits
powered by
- Agency Mother/London
- Production Company MindsEye
- Director Gustav Sundstrom
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Credits
powered by
- Agency Mother/London
- Production Company MindsEye
- Director Gustav Sundstrom
- Offline Edit Shift Post
- Post Production / Color 1920 VFX/UK
- Sound Design Factory Studios/London
- Music Supervision Mr Pape
- DP Lionel Turner
- Executive Producer Debbie Ninnis
- Producer Craig Dixon
- Production Manager Laura Thomas Smith
- Editor Saam Hodivala
- Offline Producer Kirsty Oldfield
- VFX 2D Supervisor / Lead Artist Chrys Aldred
- VFX 2D Artist Taylor Webber
- VFX 3D Supervisor/ Lead Artist Ben Revens
- VFX 3D Artists Oscar Hill
- VFX Producer David Keegan
- Colorist Kai Van Beers
- Sound Engineer Jon Clarke
- Sound Producer Ciara Wakley
Credits
powered by
- Agency Mother/London
- Production Company MindsEye
- Director Gustav Sundstrom
- Offline Edit Shift Post
- Post Production / Color 1920 VFX/UK
- Sound Design Factory Studios/London
- Music Supervision Mr Pape
- DP Lionel Turner
- Executive Producer Debbie Ninnis
- Producer Craig Dixon
- Production Manager Laura Thomas Smith
- Editor Saam Hodivala
- Offline Producer Kirsty Oldfield
- VFX 2D Supervisor / Lead Artist Chrys Aldred
- VFX 2D Artist Taylor Webber
- VFX 3D Supervisor/ Lead Artist Ben Revens
- VFX 3D Artists Oscar Hill
- VFX Producer David Keegan
- Colorist Kai Van Beers
- Sound Engineer Jon Clarke
- Sound Producer Ciara Wakley
With a slinky-voiced presenter poncing around a stylish kitchen boasting of its quality workmanship, seamless functionality and a guarantee of “25 yeeaaaarrs”, the ad seems at first to be for a high-end design company.
But ultimately this fun IKEA campaign, created by Mother and shot by Gustav Sundström through Minds Eye, reveals Eureka Spiritsis to be an anagram of ‘Surprise, it's IKEA’! The message being you don't have to go to swanky store to get a premium kitchen.
The integrated campaign includes Tik Tok content created with etiquette expert, William Hanson, who explains the correct protocol behind using an IKEA kitchen.
