Juliana Paracencio
Executive Creative Director at Publicis
Madrid, 西班牙
标题Goodbye Son
广告公司
广告战役 Goodbye Son
广告主 IKEA
品牌 IKEA
首次发布日期
行业领域 家用电器、家具及园艺工具
哲学 To bring our idea to life, our executions needed to portray drama in its most exaggerated form. We recalled the hyperbolic emotion and stupendous over-acting of the 1980s Spanish telenovas or “soap operas,” so we hinged our campaign on replicating these retro Spanish soaps entirely. Each execution played out as a single episode based on seemingly ordinary situations but shot in the dramatic style that mirrored the master scenes of the Spanish soap opera genre. Our cast remained the same throughout each episode, acting as typical soap family characters; the drama queen wife, the reactive husband, the bossy mother-in-law, the teenage daughter and eight-year-old son. Similar to the soaps, our situations were always triggered by one event that resulted in an extreme dramatic outburst. Yet that event could have been completely avoided if our products were in the home; the simple solutions that could have avoided the drama.
The Spanish soap operas of the 1980s were much-loved by Arab families who would sit together around the television, gripped by every episode, feeling empathy and recognition with the dramas that unfolded every week. They soaps were always dubbed in classical Arabic as even though the language was no longer spoken, it added to the theatrical entertainment and allowed the dialog to be understood and enjoyed across the Arab world. This deeply nostalgic aspect of the Spanish soap operas helped bring our idea to life right away and achieve the overall look and feel we were aiming for.
With direction, the goal was to remain committed to the authenticity of the genre and include all the retro elements that re-created the look and feel our audience were familiar with. The structure of the film triggered the build-up of drama by creating a master scene in every episode. Over-exaggerated acting, camera movements that replicated how the soaps were filmed with their famous crash zooms and whip pan actions, different camera angels that captured the same reaction and frames that spoon-fed emotions directly to the audience were all taken into account. The art direction established the soap opera-style from the very first frame along with wardrobe, hair and make-up that immediately conjured up typical 80s soap opera characters for our audience.
媒体类别 电视
长度
首席创意官
集团创意总监
Creative Director
美术指导
文案
文案
文案
联合创意总监
联合创意总监
Business Director
客户经理
Account Executive
Head of Production
Director
执行制片
执行制片
Producer
Producer
Assistant Producer
Assistant Producer
Director Of Photography
剪辑师
美术指导
美术指导
摄影师
Wardrobe Stylist
后期制作
Music
IKEA Regional General Manager Marketing, Communication and Interior Design
IKEA Regional Communication Manager
IKEA PR & Communication Specialist

People related to this work

相关作品

More Work

SEE ALL
446 Courage Raphael

Courage Raphael

品牌:
Dove
广告公司:
Ogilvy
435 Courage Patricia

Courage Patricia

品牌:
Dove
广告公司:
Ogilvy
418 Courage Laura

Courage Laura

品牌:
Dove
广告公司:
Ogilvy
437 Courage Giulio

Courage Giulio

品牌:
Dove
广告公司:
Ogilvy
414 Courage Francesca

Courage Francesca

品牌:
Dove
广告公司:
Ogilvy
430 Courage Federico

Courage Federico

品牌:
Dove
广告公司:
Ogilvy
431 Courage Ema

Courage Ema

品牌:
Dove
广告公司:
Ogilvy
449 Courage Bethany

Courage Bethany

品牌:
Dove
广告公司:
Ogilvy
444 Courage Ariane

Courage Ariane

品牌:
Dove
广告公司:
Ogilvy

Trending

Create a free Talent profile and become a member of AdForum

Get Started