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    The Best Work You May Never See: Director Martin Werner, Åkestam Holst Believe For IKEA

    By SHOOTUpdated:No Comments2211 Views

    Most dreams start at home. And no matter if you want to be a drummer, a top chef, or get the children’s room ready for a family expansion, IKEA has both some helpful products and words of encouragement for you.

    In this spot, set to a cover of the Monkees classic “I’m a Believer,” we see everyday examples of creativity and persistence, and that the process can be just as important as the goal.

    The film is directed by Martin Werner, produced by Bacon, and made with Åkestam Holst. It is airing in Sweden, Denmark, Norway, Finland, and Portugal. (Werner is repped in the U.S. market by RESET Content.)

     

    Credits

    Client IKEA Agency Åkestam Holst, Stockholm Leila Widgren, producer; Eva Wallmark, Jesper Holst, art directors; Mark Ardelius, Rickard Beskow, copywriters. Production Company Bacon Martin Werner, director; Mette Jermiin, Samuel Cantor, exec producers; Axel Herrlin, producer; Tobias Reiner, 1st AD; Alina Gron, production manager; Juel Akervold, production coordinator; Louise McLaughlin, DP; Johan Broome, production designer; Rebecca Cohen, wardrobe. Casting Valin Casting. Postproduction Simon Ponten, editor; Max Stromberg, colorist. Online Gangsters Jonas Jaderholm, online. Sound Design Magnus Anderson-Lagerqvist, sound designer. Music Music Super Circus Markus Bergkvist, music supervisor.

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Screenwork Type:Best Work
    Video Tags:Akestam HolstBaconMartin Werner



    Ad Council, Directing Duo The Hudson Dusters Share “The Rewards” Of Adopting Teens From Foster Care

    Wednesday, November 20, 2024

    The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.

    This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.

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