Ikea unveils 360-degree commercial for internet

by Joe Lepper, Brand Republic 28-Sep-05, 08:30

LONDON - Swedish furniture firm Ikea has launched its latest advertising push, a stylish internet-only 3D commercial and print campaign, which uses a time-slice format to promote its kitchen range.

The commercial has been developed by advertising agency Forsman & Bodenfors and shows six different kitchens shot in full 360-degree 3D.

Like stop-motion, the technique uses a number of cameras mounted on a rig to create a composite image, which appears to be a single image that can be viewed from many angles.

Each kitchen conveys a different lifestyle, with one showing an older man in a more classic kitchen reaching for a falling bottle of wine and another featuring a more contemporary designed kitchen playing host to a dinner party.

The campaign includes press advertising in the national Swedish press to drive traffic to the website featuring the ad.

Post-production work on the website, to give the illusion of all six kitchens being linked in a 360-degree turn, was done by effects house sto.pp.

Direction was by photographer and director Fedrik Callinggard and web production by Kaka Entertainment.

Callinggard has previously worked on commericals for Nike, Police Sun glasses as well as various music videos. Earlier this year, he worked on the video for 'Lovers' by former Suede singer Brett Anderson and guitarist Bernard Butler's new band, The Tears.

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