Brand Marketing Ad of the Day: Ikea McCann imagines a world without textiles in a teaser for the forthcoming catalogBy Noreen O'Leary|July 13, 2012 Share By Noreen O'Leary|July 13, 2012 Share Maybe it took the right kind of client to get the juices flowing from the younger creative ranks at McCann in New York, whose output has been conspicuously low profile after Swedish stars Linus Karlsson and Andreas Dahlqvist took over the Manhattan agency. (More recently, the two were moved into global roles.) "A World Without Textiles" is a two-minute online teaser for McCann's revamp of Ikea's catalog, which is expected to go public in the U.S. in coming weeks. The Swedish retailer's theme this year is textiles, and this whimsical film is more characteristic of Karlsson's quirky past work. Imagining a world without fabrics, the cute, eye-catching imagery shows a day in the life with easy chairs constructed from cacti, rugs made of sand, and cozy pillows replaced by tree stumps. Under Dad's cardboard-box suit—popular with the neighborhood dogs—he wears aluminum foil underwear and is glad to have the family's pet bunny nearby when it's time to dry off after a shower. The film's soundtrack, Maplewood's rendition of Bread's "Everything I Own," completes the narrative. CREDITS Client: Ikea Spot: "A World Without Textiles" Agency: McCann, New York Chairman: Linus Karlsson Vice Chairman: Andreas Dahlqvist Associate Creative Directors: Koen Malfait, Zack McDonald Junior Art Directors: Sheila Johansson, Zorica Radovic Chief Production Officer: Brian DiLorenzo Producers: Luca Mazzarini, Minnie Tran Music Producer: Michael Ladman Executive Project Leader: Rich Whalen Project Leader: Isabelle Brummer Lewenhaupt Executive Producers: Jamie Miller, Claude Letessier Producer: Pat Harris Production Company: Paranoid US Director: Olivier Babinet DP: Yves Cape Production Designer: Robert Dabrowski Costume Designer: Fred Cambier Editorial: Final Cut Editor: Arianna Tomasettig Colorist: Pearly Leung Mixer: Marc Healey Producer: Olivia Chiu Music: Maplewood, "Everything I Own" Adweek Adweek