Campaign SpotlightPress Release

IKEA and Bacon affirm that the process is as important as the goal in new spot

STOCKHOLM, SWEDEN — Most dreams start at home, and furniture retail company IKEA encourages this with a new campaign produced by Bacon

In a new spot, set to a cover of the Monkees classic “I’m a Believer,” viewers see everyday examples of creativity and persistence, and that the process can be just as important as the goal.


The film is directed by Martin Werner and made with Åkestam Holst. It is airing in Sweden, Denmark, Norway, Finland, and Portugal.


Production Company: Bacon
Directors: Martin Werner
Executive Producer: Mette Jermiin & Samuel Cantor
Producer: Axel Herrlin
Casting: Valin Casting
1st AD: Tobias Reiner
Prod manager: Alina Grön
Prod coord: Juel Akervold
DoP: Louise McLaughlin
Gaffer: Mike Wahlberg
Key Grip: Emil Hall
Production Designer: Johan Broomé
Wardrobe: Rebecca Cohen
MUA: Sanna Riley
Post Producer: Louise Ryge
Editor: Simon Pontén
Colorist: Max Strömberg
Sound Designer: Magnus Anderson-Lagerqvist
Online: Jonas Jäderholm / Gangsters
Music Supervisor: Markus Bergkvist / Music Super Circus
Agency: ÅkestamHolst
Agency Producer: Leila Widgren
Account Executive: Kjell Månsson
Account Manager: Anna Nollendorfs
Art Director: Eva Wallmark
Art Director: Jesper Holst
Copywriter: Mark Ardelius
Copywriter: Rickard Beskow

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