Norwegian agency SMFB is launching a new integrated campaign for IKEA’s latest collection, which, for the first time, centers around an interactive video rather than a traditional television commercial (although there’s one of those, too).
The interactive video, entitled “Where Good Days Start,” is a collaboration between SMFB and production company Media Monks. It follows the story of a young Scandinavian family as they go through their morning routine. Viewers can interact with the story and unlock “hidden” content, allowing them to explore how each family member gets ready for the day. You can check out the trailer above, and head here for the full experience (English speaking readers may want to turn on the subtitles in the upper right hand corner).
“The idea was to surprise viewers throughout the film,” said Jeroen van der Meer, MediaMonks interactive director, who collaborated with film director Tom Rijpert on the project. “With a score of extra content, you can diverge from the main storyline at any point during the film to learn more about the featured family members and products in short, interactive scenes.”
Stick around for the 60-second television spot, along with credits, after the jump.
Credits:
SMFB
Creatives: Alexander Gjersøe, André Koot, Hans Martin Roenneseth, Hans Magne Ekre
Designers: Stina Norgren, Nicklas Hellborg
Project Manager: Mari Engen
Motion Graphics Designer: Arnar Halldorsson
Digital Director: Christoffer Lorang Dahl
Strategic/Planning Director: Kristian Kristiansen
Banner Production: SMFB Factory
Campaign Activation: SMFB Engine
Music: TVC
Artist: Fred Åkerström
Song: “Jag ger dig min morgon”
MediaMonks
Production Company: MediaMonks
Director: Tom Rijpert
Executive Producers: Joris Pol, Noor van Geloven
Producers/PM: Thomas Smit, Dennis de Rooy
Editors: Sander van Wijk, Will Judge
Post-Production Company: MediaMonks Films, de Grot, Glassworks
Executive Creative Director: Jeroen van der Meer
Senior Designer: Bas Strien
Art Director: Matthijs Kip
Senior Illustrator: Edouard Relou
Head of Post Production: Okke Voerman
Senior Compositor: Richard van Dusschoten
3D Modeling: Ivo Diependaal, Tashina van Zwam
3D Physics: Martijn Grootendorst
3D Animator: Rik Schutte
Compositing: Melissa van het Spijker
Flash Developer: Roland den Hertog, Corstiaan Smorenburg
HTML Developer: Lars van Braam
Lead Action Script: Stephan Bezoen
JS Developer: Peter van der Noord
Game Developer: Mark Knol
Back-end Developer: Chase Sillevis
Animation Director: Pierre Nelwan
Senior Animator: Vincent Mei
Animators: Michiel Schellekens, Jeremy Woons, Peter Oosterhoff, Arjan Dekker, Patrick Brem
Music: Jorrit Kleijnen
Senior Sound Designer: Dave van Luttervelt
Sound Designer: Lars van Leeuwen