Everyday heroes

Ikea thanks the unsung heroes that get used (and trampled) each day.

We spend hours travelling Ikea’s hallowed halls, picking out the right couch, or dining room table, or shelving unit (the list goes on). But what about the real heroes we overlook in our everyday lives? What about the coat hanger? The soap holder? The toilet brush? The Swedish retailer and agency Forsman & Bodenfors highlight just how much those smaller-ticket items we put on our list or throw in our cart at the end of a trip go through after we bring them home. In addition, Ikea has set up a Twitter account that will be taken over by a different product as the year goes on (right now it’s the Grundtal toilet paper holder, complete with links to stories about cool toilet-paper-holder-tech and jokes about how dizzy it gets when someone eats Mexican food).


Brand: IKEA
Agency: Forsman & Bodenfors
Art Director: Adam Ulvegärde
Copywriter: Joakim Labraaten
Designer: Martin Joelsson
Senior Account Director: Olle Victorin
Account Director: Katarina Klofsten, Maria Hallenborg
Agency Producer: Jens Odelbring
Digital Producer: Peter Gaudiano, Jimmy Wulff
Production Company: Anonymous Content
Director: Joachim Back
Executive producer: Eric Stern
Producer: Brian Quinlan
Director of Photography: Jan Velicky
Editor: Jeppe Bodskov