10.29.10

IKEA Hem-bakat är bäst book

Publications, Consumer

For its new campaign, Gothenburg, Sweden-based agency Forsman & Bodenfors wanted to ensure a connection between IKEA’s kitchen appliances and one of the best things you can do in a kitchen—bake. The main attraction of the campaign is Homemade is best, a 140-page coffee-table book of recipes, presented in a visually unique and spectacular way. Ninety percent of the photographs in baking books look alike. Not this one. Inspired by high fashion and Japanese minimalism the creative team presented the recipes in a totally new fashion: The ingredients of thirty classic Swedish baking recipes—from small biscuits to large cakes—are presented as graphic still-life portraits on warm and colorful stages. Turning a page presents the fantastic results.

Staffan Lamm/Christoffer Persson, art directors; Fredrik Jansson/Anders Hegerfors, writers; Carl Kleiner, Agent Bauer, photographer; Henrik Lagerberg, F&B Factory, retoucher; Evelina Bratell, stylist; Susanna Fagring, account director; Ewa Edlund, account manager; Tobias Nordström, planner; Joel Idén, IKEA, client.

www.fb.sewww.agentbauer.com ...