Radical campaign for IKEA Netherlands in which we produced and broadcasted 365 different TV commercials in one year. So one new commercial, each day, everyday, for a whole year. Every fortnight, on a Sunday, we went into another IKEA store to shoot 14 commercials in one day, using smart production techniques. I was responsible for the strategy and editorial direction of this campaign, which had the tag line: IKEA. Everyday different. The idea was apply the speed and responsiveness of online (news) publishing to TV advertising.
