We wanted to ensure a connection between IKEA's kitchen appliances and one of the best things you can do in a kitchen, some great baking. So the main attraction in the campaign became a 140 page coffee-table baking book presented in a very visually unique and spectacular way. 90% of all the photographs taken in baking books look extremly alike. We wanted to try something different and present the 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 presented as graphic still-life portraits on a warm and colourful 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.
Advertising Agency: Forsman & Bodenfors, Gothenburg, Sweden
Photographers: Carl Kleiner/Agent Bauer
Advertiser's Supervisor: Joel Idén
Stylist: Evelina Bratell
Retouch: F&B factory