This was a little web film created to promote late night shopping hours for IKEA Singapore. We are big fans of Kubrick and when it occurred to us the aisles of IKEA could be used to replicate the iconic tricycle scene from his horror classic, The Shining, we got really excited.
One of the most fun parts of the project was injecting elements from the original film which we were hoping other fans would catch. To increase engagement, the film was tied to a Spot & Win contest on Facebook where fans could win gift cards if they found items hidden in the film.
In 10 days, the film went past 7 million views on YouTube. It’s been mentioned in over 300 articles worldwide. It was featured as one of the top ads for the week in dozens of sites, and became the most shared and watched Halloween spot of the year. Overall, the campaign gained over $33.6 million worth of PR. The best reward for us however has to be this Reddit thread, where serious Kubrick fans took the time to analyse our interpretation of the film.
Awards
Young Guns - Viral Film- Bronze
Lurzer's Archive - Published
BestadsonTV - Best ads of the week
AdWeek - Top 5 commercials of the week
Creativity Online - Top 5 ads of the week
Creative Review - Top 5 ads of the week
Fast Company - Top 5 ads of the week
Referenced in the book Kubrick Legacy
Articles
Adweek | Time | Fast Company | Entertainment Weekly | Buzzfeed | MTV | Rolling Stone | Vanity Fair | Contagious | The Guardian | Mashable | Straits Times | Daily Mail
Art Director: Marcus Yuen
Director: Jordan Quellman
Sound Design: Fuse Asia