In this IKEA Canada ad, a towering monster made up of used belongings stomps through a town, occasionally shedding pieces of itself which in turn wind up in the homes of residents who can use them.
Titled “Stuff Monster,” this spot–which unfolds to the Cat Stevens track “Tea for the Tillerman”–is part of IKEA’s mantra to design products that lend themselves to repair, recycling and reuse, thus eliminating waste.
Mark Zibert of Scouts Honour directed “Stuff Monster” for agency Rethink. VFX studio was a52.
Credits
Client IKEA Canada Agency Rethink Aaron Starkman, Christina Yu, executive creative directors; Joel Holtby, Dhaval Bhatt, creative director; Erica Metcalfe, producer. Production, Live Action Scouts Honour Mark Zibert, director; Christopher Mably, DP; Rita Popielak, live-action producer; Simon Dragland, production supervisor. VFX a52 Jesse Monsour, VFX supervisor, 2D VFX artist; Andy Wilkoff, CG supervisor; Richard Hirst, Hugh Seville, Narbeh Mardirossian, 2D VFX artists; Adam Rosenzwieg, Alejandro Castro, Andy Wilkoff, Daniel Jensen, Dustin Mellum, Evan Mayfield, Ian Ruhfass, Joe Chiechi, Joe Paniagua, John Riggs, Josh Dyer, Max Ulichney, Michale Bettinardi, Michael Cardenas, Mike Di Nocco, Suzi Little, 3D artists; Chris Riley, online editor; Scott Boyajan, producer; Patrick Nugent, Kim Christensen, exec producers; Jennifer Sofio Hall, managing director. (Toolbox: Flame, Maya, Vray, Photoshop) Color Alter Ego, Eric Whipp (first pass), Conor Fisher (final pass), colorists; Jonah Venneri, color assistant; Jane Garrah, sr. color producer. Editorial Rooster Post Marc Langley, editor; Chloe Vankoughnett, assistant editor; Melissa Kahn, exec producer. Music Cat Stevens (licensed track) “Tea for the Tillerman” Sound Design Kevin Chamberlain, sound designer. Audio Post Julian Rudd, final mix/engineer; Lindsey Bates, managing partner; Ted Rosnick, creative director.
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.
