Fredrik Callinggard's Ikea Campaign Included in One Club's "Best of the Digital Decade"

Dream Kitchens, a web campaign for Ikea directed by Fredrik Callinggard (represented in the United States by Bully Pictures), has been named by The One Club to its list of the ten best interactive advertising campaigns of the past ten years. An appointed team of digital creatives reviewed interactive work submitted from around the world and selected the ten best pieces for inclusion in the One Show Interactive Best of the Digital Decade.

Callinggard's Dream Kitchens campaign, conceived by Swedish agency Forsman & Bodenfors, presents 3D views of six kitchens that are frozen in time. Viewers can scroll through a 360-degree view of each room and click on individual furniture items to access more information. Each kitchen environment presents a dramatic tableau with the action frozen. In one kitchen, a man holds an open champagne bottle with a spray of bubbly liquid hanging in midair.

Callinggard created the frozen scenes through precise art direction, performance work, CG and painstaking motion control cinematography. Numerous motion control passes were required to record the details for each scene. "Fredrik is one of the most creative directors working today," says Bully Pictures executive producer Jason Forest. "As is typical of his work, the Ikea spot is more than a visual trick; each set tells an interesting, funny or provocative story. It's wonderful to see his talents recognized by the One Club."

Callinggard's recent work includes spots for Farmers Insurance, 7UP, and Samsung. Ironically, he is currently working on a new Ikea campaign for Ogilvy New York.