TORBJÖRN

ClientIKEA SCHWEIZ
Category A03. Online: Fiction & Non-Fiction
TitleTORBJÖRN
Product/ServiceFURNITURE
Entrant WIRZ BBDO SWITZERLAND Zürich, SWITZERLAND
Idea Creation WIRZ BBDO SWITZERLAND Zürich, SWITZERLAND
Production BIGFISH FILMPRODUKTION Berlin, GERMANY
Credits
Name Company Position
Livio Dainese Wirz/BBDO Chief Creative Officer
Fernando Perez Wirz/BBDO Executive Creative Director
Caspar Heuss Wirz/BBDO Creative Director
Adrian Huwyler Wirz/BBDO Account Supervisor Digital
Sascha Djabbari Wirz/BBDO Account Director Digital
Antonia Frind Wirz/BBDO Account Director Digital
Adrian Schräder Wirz/BBDO Senior Editor
Petra Dreyfus Wirz/BBDO Managing Director
Yves Rückert Wirz/BBDO Account Supervisor
Nino Zuberbühler Wirz/BBDO Account Director
Bettina Fässler Wirz/BBDO Art Buying
Sebahat Derdiyok Wirz/BBDO Art Buying
Frank Siegel Feit Film GmbH Producer
Wiebke Feit Feit Film GmbH Producer
Björn Rühmann Independent Film direction
Kolja Brand Independent Camera
Toby Tomkins Cheat Ltd. Grading
Südlich-t Südlich-t Grading
Alexander Jurkat Independent Cut
German Wahnsinn Team German Wahnsinn Team Music
Jingle Jungle Jingle Jungle Sounddesign

The Campaign

To highlight this year's launch of the IKEA catalogue we decided to portray a very special collaborator: Fictitious character Torbjörn Lundberg, furniture impersonator from Malmö. As a stand-in for pieces of furniture on the photo set he ensures that chairs, tables, lamps and shelves are shown quite literally in their best light. And he is clearly one of the best who ever did this. There probably wouldn't even be a catalogue without him.

Creative Execution

Our aim was to create an atmospheric and moody documentary about our hero Torbjörn. Our intention was to keep the balance between a natural and a stylized, slightly staged feel. Authentic locations and available light meet cinematic beauty. So we selected our locations with a cinematic look in mind, and we composed the light accordingly, or used the available light on set. Every shot was well composed and we decided to use static shots only, rather than often used handheld camera. From the beginning we were clear that part of the beauty of this film would be the sensitivity of the craft and the filmic quality.

The film was seeded to bloggers, the media and IKEA family members just prior to the launch of the catalogue. It got a broad media coverage, not only all across Switzerland but also internationally.

This film about a fictious character does not sell anything and contains no product messages - it's pure entertainment.

Drawing attention to the new IKEA catalogue by using the mockumentary format.