IKEA Belgium's Christmas tale Operation Treenapping puts togetherness before gifts

Make a Christmas film in which the brand's role looks small but matters: however people celebrate, IKEA is there to help.

Three boys 'treenap' a Christmas tree and journey to reunite it with its family — togetherness, not presents, is the point.

A contemporary Christmas tale directed by Bruce St. Clair through Caviar, with a score by Peter Baert of Raygun, airing on TV, online and in cinemas, supported by an outdoor campaign.

No viewership or sales figures in the source; the spot aired across TV, online, cinema and outdoor in Belgium from November 2016.

IKEA Belgium and DDB Brussels launched a contemporary Christmas tale: the story of three young boys who embark on an epic journey to reunite an unexpected friend with his family. The spot, dubbed 'Operation Treenapping', is a metaphor-driven story with a message — the one thing that really matters during the holiday season is being together with the people you love.

'More than anything, the holiday season is about coming together and celebrating each other,' said Miguel Aguza, head of communications at IKEA Belgium. 'Some people buy expensive gifts, others choose to simply cook a nice dinner, and put a candle on the table. To us, it doesn't matter how you celebrate Christmas, we just want you to realise that the essence of Christmas is being together.' He conceded the brand's role in the story might seem small — 'it isn't in real life. However you decide to celebrate your Christmas together, IKEA is there to help you.'

The film was directed by UK director Bruce St. Clair and produced by Caviar, with the soundtrack composed by Peter Baert, head of sound studio Raygun. Operation Treenapping aired on TV, online and in cinemas, supported by an outdoor campaign.

Christmas advertising is a gifting arms race; stepping outside it makes a retailer's film noticeable.

The brand's actual role — furnishing gatherings — is best dramatised by a story about togetherness, not products.

A child's-eye adventure gives the message charm instead of sermon.

Cinema and outdoor support extended one film into a season-wide presence.

Let the brand shrink to a walk-on part: a Christmas story that barely shows the product earns the right to say what IKEA actually sells — being together.

The source, from the November 2016 launch, records no performance figures for the campaign.