Norwegian agency SMFB is launching a new integrated campaign for IKEA’s latest collection, which, for the first time, centers around an interactive video rather than a traditional television commercial (although there’s one of those, too).
The interactive video, entitled “Where Good Days Start,” is a collaboration between SMFB and production company Media Monks. It follows the story of a young Scandinavian family as they go through their morning routine. Viewers can interact with the story and unlock “hidden” content, allowing them to explore how each family member gets ready for the day. You can check out the trailer above, and head here for the full experience (English speaking readers may want to turn on the subtitles in the upper right hand corner).
“The idea was to surprise viewers throughout the film,” said Jeroen van der Meer, MediaMonks interactive director, who collaborated with film director Tom Rijpert on the project. “With a score of extra content, you can diverge from the main storyline at any point during the film to learn more about the featured family members and products in short, interactive scenes.”
Stick around for the 60-second television spot, along with credits, after the jump. Read more