Ikea “El Tipo que esconde las tapas…”

This campaign for Mccann with The Producers and client IKEA Food Storage has Gabe Ibañez as director. 2 shoot days in several kitchens and with the shadow of something lurking behind us…the claim “It’s not magic, it’s storage” is a simple insight that shows situations we seem to mystify, when the explanation is always more down to earth. Brilliant creativity by the agency. And a call for order in your house that makes life more ordinary and a lot better to manage.