Ikea Turns Its Modular Kitchens Into Cooking Ingredients
The Message Is: You Can Mix Them Up to Fit Your Taste

The video is part of an integrated campaign for Ikea’s Metod range of modular kitchens in Singapore, Malaysia and Thailand. BBH’s spot is a visual pun: The range lets you “cook up” your own kitchen, whatever your personal taste.

All the elements of the kitchen get shrunk down to the scale of a dollhouse and tossed into a saucepan together. Red cabinets are preserved like meat, on a Styrofoam tray under shrink wrap. Light bulbs crack open like eggs. Tiny nails from a spice jar get sprinkled onto a Teflon pan, while on the screen flashes a warning: “Seriously, do not try this at home.” The 2016 Ikea print catalogue gets a plug at the end, too.

Client: Ikea (Singapore, Malaysia, Thailand)
Agency: BBH Asia Pacific
Executive Creative Director: Scott McClelland
Creative Directors: Tinus Strydom, Maurice Wee
Senior Art Director: Gaston Soto
Senior Copywriter: Omar Sotomayor
Business Director: Bibiana Lee
Account Managers: Jade Cheng, Cheryl Cheong
Project Director: Lesley Chelvan
Head of Planning: James Sowden
Senior Planner: Rebecca Ash
Social Media Strategist: Josie Khng
Executive Producer: Daphne Ng
Producer: Samantha Dalton
Production House: 4 Humans
Director: Javier Lourenco
Director of Photography: Juan Maglione
Producer: Mechi Serrano
Music: Noroeste Música

Video Source Vimeo

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