Ikea: Stuff Monster by Rethink
- Location:
Ikea is seeking to shake off a reputation for disposable furniture with a new campaign which seeks to open people’s eyes to the possibilities inherent to re-using old furniture rather than buying new.
The sustainability drive centres on The Stuff Monster, a shambling agglomeration of second-hand Ikea products which serves as a metaphor for being weighed down by excess material goods.
The campaign depicts the monster slowly disembowel itself by passing on surplus items to strangers to be used, becoming lighter and happier as the process continues before the human behind the monster is ultimately revealed as the last of her possessions are passed on.
Credits
AGENCY: Rethink
Executive Creative Director: Aaron Starkman, Christina Yu, Chris Staples, Ian Grais Creative Director: Joel Holtby, Dhaval Bhatt
Art Director: Joel Holtby Writer: Dhaval Bhatt
Director of Client Services: Marie Lunny Account Director: Sarah Riedlinger Account Manager: Daniel Riggi
Managing Director, Strategy: Sean McDonald Strategy Director: Stacy Ross
Producer: Erica Metcalfe
CLIENT: Ikea Canada
Director of Marketing: Lena Dukic
Marketing Communications Specialist: Jordan Sequeira
LIVE ACTION
Production Company: Scouts Honour Director: Mark Zibert
Director of Photography: Christopher Mably Live Action Producer: Rita Popielak Production Supervisor: Simon Dragland
VFX
VFX Studio: A52
VFX Supervisor: Jesse Monsour
CG Supervisor: Andy Wilkoff
2D VFX Artist(s): Jesse Monsour, Richard Hirst, Hugh Seville, Narbeh Mardirossian
3D Artists: Adam Rosenzwieg, Alejandro Castro, Andy Wilkoff, Daniel Jensen, Dustin Mellum, Evan Mayfield, Ian Ruhfass, Joe Chiechi, Joe Paniagua, John Riggs, Josh Dyer, Max Ulichney, Michale Bettinardi, Michael Cardenas, Mike Di Nocco, Suzi Little
Online Editor: Chris Riley Producer: Scott Boyajan
Executive Producers: Patrick Nugent & Kim Christensen Managing Director: Jennifer Sofio Hall
COLOR
Colorist: Eric Whipp (first pass) & Conor Fisher (final pass) Color Assistant: Jonah Venneri
Senior Color Producer: Jane Garrah
EDITORIAL
Editorial Company: Rooster Post Editor: Marc Langley
Assistant Editor: Chloe Vankoughnett Executive Producer: Melissa Kahn
SOUND
Composer: Cat Stevens (licensed track) ’Tea for the Tillerman' Sound Design: Kevin Chamberlain
Final Mix/Engineer: Julian Rudd Managing Partner: Lindsey Bates Creative Director: Ted Rosnick
