This package of three spots shows IKEA taking pride over its baby/toddler furniture being a mere “Second Best” alternative in a household–in light of the first choice which has parents bonding with their kids.
For example, the camera moves back from a beautiful empty crib to reveal in the foreground a kid fast asleep on mom. In each commercial we see youngsters using their parents as furniture–rather than the IKEA furniture itself.
The Swedish retailer gracefully takes a backseat in this “Proudly the Second Best” campaign from agencies DAVID Madrid and INGO Hamburg. Commercials were directed by Michelle Cassis via Sal Gorda Productions.
CreditsClient IKEA Agencies DAVID Madrid, INGO Hamburg Pancho Cassis, Tobias Ahrens, global chief creative officers; Saulo Rocha, chief creative officer; Tomas O’Gorman, creative director; Ricky Solano, Fernando Montero, sr. copywriters; Gonzalo Arica, Nicolas Lopez, sr. art directors. Production Sal Gorda Productions Michelle Cassis, director; Andy Pulido, photography director; Juanjo Goimez, exec producer; Noelia Lobo, producer; Rubein Subirats, head of production; Barbara Gil, Miguel Junquera, art directors; Paola Boch, stylist. Postproduction Full Fiction Color GradePunk Audio The Lobby
The Best Work You May Never See: Street Artist Sarah Bracken Soper Shines A Light On Homelessness In Ireland
A mural that shines a light on the issue of family homelessness in Ireland has been unveiled in Dublin’s Temple Bar. It was created by street artist and activist Sarah Bracken Soper to raise awareness of the work and fundraising efforts of homelessness charity Focus Ireland.
Known for addressing social, cultural and climate justice issues, Soper’s artwork in this case is designed to be thought-provoking and start a conversation around the urgent issue of homelessness in Ireland. Taking inspiration from the fact that family homelessness can often be an unseen issue, the piece features two women locked in an embrace, with one clearly visible while the other appears as a shadow. The figure that is “seen” represents the empathy and generosity of the Irish public while the “unseen” shadow figure embodies the mothers of the thousands of families trapped in hidden homelessness. The creation of the mural coincided with a “sleepout” in Dublin highlighting the homelessness crisis and was featured on Irish news.
At present 14,486 people including 2,099 families and 4,419 children are currently experiencing homelessness in Ireland. Many of these families are based in unsuitable emergency accommodation, where living spaces can be confined to one room. The effects of this crisis are deeply felt all year round, and every day spent without a place to call home takes away a child’s sense of security and belonging.
Explaining why she was drawn to the issue of family homelessness, Sarah said, “I believe that the creation of art is an essential process in our understanding of the world, and a crucial tool for change and recovery. I hope anyone experiencing homelessness today in our society is able to draw some comfort from knowing there are... Read More