IKEA: The Wardrobe | One wardrobe. Infinite possibilities.

The Wardrobe, produced by Rethink Canada for IKEA

In this new 30-second spot, we see a young girl looking to play inside her parents’ PAX wardrobe. As she opens the door, a light beams from within, inviting her further inside. As we follow her through the clothes, she enters an infinitely stretching, labyrinthian world made up of PAX wardrobes, each of them perfectly organised and sorted by colour. We see a world where everything is put away perfectly in its right place. Through her eyes, the possibilities of organisation feel almost magical.

Lena Dukic, brand director, IKEA Canada says: “We wanted to show Canadians that no matter the storage needs they face in their home, a single PAX wardrobe can be personalised in an endless amount of ways to help you get organised.”

Credits
Advertising Agency: Rethink, Canada
Creative Director: Christina Yu, Aaron Starkman
Art Director: Nick Noh
Writer: Jordan Darnbrough
Strategist: Sean McDonald, Stacy Ross
Broadcast Producer (in-house): Anna Tricinci
Group Account Director: Sarah Riedlinger
Account Manager: Megan Christopher
Production Company: Revolver Films
Director: Scott Cudmore
Editor: Ross Birchall
Director of Photography: Pablo Berron
Line Producer: Peter Oad
Post Production House: Saints Editorial
On-Line: Kaelem Cahill / The Vanity
Grading: Wade Odlum / Alter Ego
Casting Director: Steven Mann / Mann Casting
Audio House: Vapor Music
Audio Director: Ted Rosnick
Audio Engineer: Art Mullin
Media Company: Carat

Tags:
IKEA Storage Event, PAX wardrobe, Film, Canada, Retail Services, IKEA, Rethink, The Wardrobe, IKEA Furniture, IKEA Campaign, Film, Brand Film, TV Spot