Kitchen Dancers Take Flight in Ikea's Latest Sustainability Ad
In Rethink's latest sustainability spot for Ikea Canada, a couple use leftovers to create a great meal.
This makes them happy. Very happy. So much so that they embark on a euphoric dance routine around the retailer's Kungsbacka kitchen—replete with energy-efficient appliances and water-saving taps—that culminates in a Cirque du Soleil-style act of levitation:
The minute-long film, "Scrap du Soliel"—a reference to both the high-flying Canadian entertainment troupe and scraps of food that shouldn't go to waste—reunites Rethink with Scouts Honour director Mike Zibert. The pair teamed up for last year's memorable "Stuff Monster" commercial, Ikea's CGI-driven plea for a more sustainable world.
Here, dancers Véronique Giasson and Rahmane Belkebiche—working together for the first time and choreographed by Cirque veteran Lydia Bouchard—gracefully combine ballet and modern styles to help raise viewers' consciousness.
Rethink shot the commercial on a full kitchen and living room set inside a large convention center space—which facilitated social distancing for the crew—and removed the ceiling to allow for the flight apparatus.
"The euphoric end of the spot was created with wire rigging that was removed in post, along with digitally filling in the ceiling," Rethink partner and creative director Joel Holtby tells Muse. "We spent a lot of time in rehearsals getting the flight moves correct and mastered. To achieve this, we had individuals who have created similar stunts with Cirque du Soleil on set to help run the rigging and control the movements."
"Scrap du Soleil" follows other fanciful Ikea Canada environmental appeals such as "Stuff Monster" and last week's "One Little Thing" commercial, also from Rethink, which employed a single, flowing 60-second camera shot to illustrate steps we can take to secure a better future for our planet.
"We're on a journey with sustainability, and our creative showcases that," says client director of marketing Lena Dukic. "There's so much Ikea does in terms of products, programs and the supply chain that prove our commitment, and our brand-level creative tells that story. On the other side of it, the way sustainability manifests itself within the home can be so different in every room. Our relationship with each space is unique, and we're capturing the stories around each one."
Title: Ikea 'Scrap Du Soleil'
Client: Ikea Canada
Executive Creative Director: Aaron Starkman
Creative Director: Joel Holtby
Art Director: Dorota Pankowska
Writer: Justin Santelli
Producer: Anna Tricinci
Director of Client Services: Marie Lunny
Group Account Director: Sarah Riedlinger
Account Director: Daniel Riggi
Account Manager: Megan Christopher
Head of Strategy: Sean McDonald
Strategy Director: Shereen Ladha, Stacy Ross
French Account Director: Catherine Blouin-Mainville
French Writer: Karine Doucet
French Producer: Marie-Piere Poulin, Katia Dupuy
Chief Marketing Officer: Johanna Andren
Director of Marketing: Lena Dukic
Marketing Communications Specialist: Jordan Sequeira
Production Company: Scouts Honour
Director: Mark Zibert
Producer/EPs: Simon Dragland/Rita Popielak
Cinematographer: Christopher Mably
Choreographer: Lydia Bouchard
1st AD/Additional Camera: Eric Kaskens
Editorial Company: Saints Editorial
Editor: Ross Birchall
Assistant Editor: Paula Hicks
Executive Producers: Emily McKay/Tory Osler
Color Facility: Alter Ego
Colorist: Eric Whipp
Color Assistant: Erik Bayley
Senior Color Producer: Jane Garrah
VFX/Online House: theVanity
Lead Flame Artist: Naveen Srivastava
Flame Artists: Sean Cochrane, Kaelem Cahill, Mike Medeiros, Andrew Farlow, Noah Matikainen, Adam Silcox-Vanwyk
CG Artists: Josh Clifton, Joaquin Manay, Andrew Moore
Executive Producers: Stephanie Pennington/Bobbi Dedman
Audio House: Grayson Music Group
Music Director: Tyson Kuteyi
Composer: Georges Bizet 'Carmen - 'Habanera'
Composer: Jeff Milutinovic
Sound Design: Ben Swarbrick
Engineer: Brian Bernard
Producer: Nicholas Shaw
VO Record/Mix (FR): Circonflex