In this IKEA Canada ad, a towering monster made up of used belongings stomps through a town, occasionally shedding pieces of itself which in turn wind up in the homes of residents who can use them.
Titled “Stuff Monster,” this spot–which unfolds to the Cat Stevens track “Tea for the Tillerman”–is part of IKEA’s mantra to design products that lend themselves to repair, recycling and reuse, thus eliminating waste.
Mark Zibert of Scouts Honour directed “Stuff Monster” for agency Rethink. VFX studio was a52.
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Credits
Client IKEA Canada Agency Rethink Aaron Starkman, Christina Yu, executive creative directors; Joel Holtby, Dhaval Bhatt, creative director; Erica Metcalfe, producer. Production, Live Action Scouts Honour Mark Zibert, director; Christopher Mably, DP; Rita Popielak, live-action producer; Simon Dragland, production supervisor. VFX a52 Jesse Monsour, VFX supervisor, 2D VFX artist; Andy Wilkoff, CG supervisor; Richard Hirst, Hugh Seville, Narbeh Mardirossian, 2D VFX artists; Adam Rosenzwieg, Alejandro Castro, Andy Wilkoff, Daniel Jensen, Dustin Mellum, Evan Mayfield, Ian Ruhfass, Joe Chiechi, Joe Paniagua, John Riggs, Josh Dyer, Max Ulichney, Michale Bettinardi, Michael Cardenas, Mike Di Nocco, Suzi Little, 3D artists; Chris Riley, online editor; Scott Boyajan, producer; Patrick Nugent, Kim Christensen, exec producers; Jennifer Sofio Hall, managing director. (Toolbox: Flame, Maya, Vray, Photoshop) Color Alter Ego, Eric Whipp (first pass), Conor Fisher (final pass), colorists; Jonah Venneri, color assistant; Jane Garrah, sr. color producer. Editorial Rooster Post Marc Langley, editor; Chloe Vankoughnett, assistant editor; Melissa Kahn, exec producer. Music Cat Stevens (licensed track) “Tea for the Tillerman” Sound Design Kevin Chamberlain, sound designer. Audio Post Julian Rudd, final mix/engineer; Lindsey Bates, managing partner; Ted Rosnick, creative director.
Cadbury Dairy Milk has unveiled “Homesick,” a spot from London agency VCCP directed by Steve Rogers via Biscuit Filmworks x Revolver in collaboration with VCCP’s global content creation studio Girl&Bear.
The film marks the latest chapter in Cadbury’s long-running and IPA Effectiveness Grand Prix-winning brand platform “There’s a Glass & a Half in Everyone.”
“Homesick” tells the story of two sisters separated by 6,000 miles. Set against the neon glow of Kuala Lumpur, the film opens with the older sister calling home. After the call ends, she reaches for an envelope--an eagerly awaited piece of home--and discovers a Cadbury Dairy Milk chocolate bar lovingly wrapped inside. There’s just one twist: her younger sister has already eaten a generous portion of it. A tiny alien sticker holds together what remains of the bar, an unmistakable signature of sibling mischief. It’s a small, human moment--tender, funny and instantly relatable--capturing the way even imperfect gestures can mean everything when you’re far from home.
The campaign was created by VCCP creatives Emma Jackson and Aly Lane and aims to reinforce Cadbury’s role as a fabric-of-the-nation brand--one that understands and reflects the emotional connections people share every day. As loneliness rises and feelings of belonging decline, Cadbury believes these small acts of generosity have never been more meaningful or more relevant.
