Interactive IKEA Film Celebrates Mornings

Whether you’re a morning person or prefer a long lie in, an interactive online film launching the new IKEA product season is sure to inspire you.

Where Good Days Start is the first IKEA catalogue that can be explored through a story and stars a typical family and their morning routine. The film is the centrepiece of an integrated campaign that celebrates the start of the day.

Created by Norwegian agency SMFB and directed and produced by MediaMonks, Where Good Days Start promotes the new bed and bathroom collection but puts people before products. The film follows the members of a young Scandinavian family and shows how each of them gets ready for their day. It is loaded with hidden possibilities, offering the viewer the chance to stop the film throughout its running and view extra content.

“The idea was to surprise viewers throughout the film,” said MediaMonks interactive director, Jeroen van der Meer, who collaborated with film director Tom Rijpert on the project. “With a score of extra content, you can diverge from the main storyline at any point during the film to learn more about the featured family members and products in short, interactive scenes.”

Alexander Gjersøe, creative at SMFB, adds: “Where Good Days Start celebrates the ordinary – the rituals we all recognise and live – to make for a story that everyone can relate to. IKEA knows life at home like no other, and the start of the day is the most important part of it. This campaign isn’t so much about the latest IKEA products but about the role these products play in our lives.”

IKEA’s bed and bathroom campaign launches in Norway with the interactive film, online teasers, social media, and 30 and 60 second television commercials.

Try out the interactive film here.