Archival Results 2011

Winner

• SWEDEN
• (Publication Design) - PUBLICATION DESIGN
• IKEA "Homemade is Best"
• Entrant: Forsman & Bodenfors, Gothenburg
• Agency: Forsman & Bodenfors
• Copywriter(s): Fredrik Jansson, Anders Hegerfors
• Art Director(s): Christoffer Persson, Staffan Lamm
• Photographer(s): Carl Kleiner/Agent Bauer
• Production Company: Mad In Sweden/Kokokaka
• Other(s): Advertiser's Supervisor: Joel Idén
  Account Supervisor: Susanna Fagring
  Account Manager: Ewa Edlund
  Planner: Tobias Nordström
  Web Producer: Eva Råberg
  Stylist: Evelina Bratell
  Retouch: Henrik Lagerberg/F&B factory
  
  (We wanted to ensure a connection between IKEA's kitchen appliances and one of the best things you can in a kitchen, some great baking. So the main attraction in the campaign became a 140 page coffee-table book presented in a very visually unique and spectacular way. 90% of the photographs taken in baking books look extremely alike. We wanted to try something different and present recipes in a totally new fashion. We let ourselves be inspired by high fashion and Japanese minimalism. The idea of the book became to tone down the actual cake and put the ingredients in focus. The recipes are present as graphic still-life portraits on a warm and colorful stage. And when you turn the page you see the fantastic result. The baking book contains 30 classic Swedish baking recipes everything from small biscuits to large cakes. See all the images and the case film at: http://entries.se/e/ikea/homemadeisbest/)

•