And as the boy and the troll enjoy the comfortable space, the long-tormented villagers above are finally free to cross the troll’s bridge. In the end, it’s more than the Troll’s physical surroundings that have improved, as we see him go from a sad lonely troll to a happy one. Together, they transform the space into a bright and cosy home. When a young boy takes an interest in the troll and offers an IKEA lamp to brighten up his living space, things begin to change. In the film - shot in Slovenia, both on location at a bridge and in-studio too - we meet a grumbling troll who works as a toll booth collector and lives under a dark, damp bridge. This is the next iteration of the IKEA Bring Home to Life platform, which launched in 2022, and focuses on unlocking our emotional connections to home and the life we live there. "Our troll was affectionately named Terry," Percy says.'The Troll' is a two-minute film about a lonely troll and the boy who helps to brighten his life (with an assist from IKEA, of course). The troll itself was operated by five puppeteers controlling its eyes, ears, mouth and hands. We needed it to feel cozy and comfortable, but also like a troll actually lived there." "It's not every day an interior designer has to design the underside of a bridge. "One of the unique challenges was curating the Ikea products to create the troll's finished home," says Rethink partner and creative director Robbie Percy. The film was mostly shot on location in Slovenia at a real bridge, with a detailed full-scale studio replica used for interior shots of the troll's redecorated home. Cutdowns of various lengths will run across TV, digital and social channels in Canada and Australia. That's mostly true for the full-length version, of course.
"The dramatic music building up from dark and slightly scary to happier in the end is a strong component." "The build is deliberate and cinematic to pique interest, and the musical score is key to tying the whole production together," Andren says.
It's a neat way to illustrate Ikea's "Bring Home to Life" ethos, buoyed by sharp visual storytelling-in fact, there's no dialogue-and a slow pace designed to stoke intrigue and a sense of wonder. The troll was also something more unexpected to help the creative break through." To show how anyone's home can be transformed, we landed on the folklore of a grumpy, lonely troll and it allowed us to build the drama from dark to light, lonely to friendly, grumpy to happy. "The state of our homes can impact the way we feel. "Through this little fable, we show how anyone's home can become a source of happiness and wellbeing, with a little attention and smart touches from Ikea, of course," client marketing head Johanna Andren tells Muse. These include a "Stuff Monster" epic, this sweet tale of home with an Elton John soundtrack, and of course, 2018's lauded sustainability pitch starring the most famous ad-lamp of all. (Will local roads crumble from lack of revenue?)ĭirected by Australian Nick Ball, with a troll created by Czech puppet maker Martin Peck and given life through animatronics and CGI, "The Troll" offers an engaging brand fairy tale in keeping with past Ikea Canada efforts. In the end we're told, "When home feels happy, you do too," and the troll stops collecting tolls so he can hang around his Ikea-furnished place all day long. And the big hairy dude cracks a smile so wide we get a heartwarming view of his six-inch fangs. Ultimately, the beast's place looks pretty cozy for a crib in the dank forest with a dirt floor.
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