Festive meals falls from the sky in Ikea's environmentally aware Christmas promoting
With society increasingly moving towards a more sustainable future, it is not surprising that the idea of a “green Christmas” has grown in importance in recent years.
Traditionally a time of extravaganza, more and more people begin to consider the balance between indulgence and waste as they celebrate the festive season.
Ikea Russia is tackling the problem this year with its new campaign as it encourages a more considered approach to Christmas consumption.
Directed by Ilya Naishuller, the film begins quite harmlessly with a typical Christmas scene of a boy playing in the snow and set to music by the festive classic Carol of the Bells.
However, things quickly take a strange turn when the sky opens and a host of festive foods rains down from above. This forces the boy to dive through a giant Swiss cheese and avoid a tangerine-sized mandarin.
The source of the falling food is finally revealed in a clever twist, complete with a cameo from Ikea's own range of food containers.
"My goal was to combine a sense of adventure (the tangerine clearly pays homage to Indiana Jones' bouldering) and stunning graphics to reinforce the public service announcement," says Naishuller.
"It's a wonderful opportunity to offer the viewer something fun and enjoyable that also has the potential to bring about a little positive change."
Credits:
Agency: Instinct BBDO
Chief Creative Directors: Jaroslaw Orlow, Roman Firainer
Associate Creative Director: Antonina Pirogova, Evgeny Golovan
Production company: Alfa Film
Director: Ilya Naishuller (represented by Great Guns)
Production designer: Elizaveta Lavinskaya
1st AD: Elena Alasheeva
Graphics studio: CGF