The music video for Krzysztof Zalewski's song entitled "Podróżnik" ("Traveler") is a unique form of communication for this year's IKEA SOMMAR collection.
This unconventional collaboration with the artist presents everyday objects as elements of an extraordinary spatial, musical, and choreographic installation. The music video was created by Kolektyw Klips: Ewa Kaczmarek, Maciej Domagalski, and Ania Olszewska.
"Seeking unconventional methods of presenting the summer collection, we decided to establish a unique collaboration with Krzysztof Zalewski. The SOMMAR 2018 series inspires and encourages looking at one's surroundings with fresh eyes, so we too set ourselves the challenge of departing from convention and communicating our products in a non-standard way. They became a complement to the emotions in the story sung by the artist. We hope that together we managed to combine the ideas behind the collection with art, music, and dance, which naturally complement the artistic world." – comments Małgorzata Jezierska, PR Specialist at IKEA Retail in Poland.
Alongside the music video premiere, a product campaign supporting the promotion of items from the summer IKEA range was launched. Starting in April, short video materials will begin airing on IKEA social media channels, in which the main role was "played" by products for the balcony, terrace, or garden. The entire campaign was kept in a convention referencing the music video for the song "Podróżnik."
"I wrote the lyrics for the song several years ago, when I constantly lacked motivation to act and, dreaming of a worldly life, I let month after month and year after year slip away. I wrote 'Podróżnik' for myself, to wake up from lethargy and start living 'today.' This song has a certain therapeutic value, because a few years after creating it, I am fulfilling my dreams and trying to make the most of every day. I no longer wait—I act, and that is precisely why I decided to share it with a wider audience. Additionally, as a supporter of unconventional collaborations, I gladly agreed to work with IKEA on the music video for this song." – says the artist.
The music video for the song "Podróżnik" was directed by Ewa Kaczmarek.
"Combining the worlds of music, design, and dance, we arranged a magical journey inward. It is a story about the moment when 'Podróżnik' was created. About a moment suspended in time, shut away alone with one's thoughts. In such a situation, the world around us loses its real shape and order. It swells with words and associations. It undulates to the rhythm of the music. The space and the everyday objects within it become a vehicle for the emotions in the story sung by Krzysiek. They come alive and provoke, until finally releasing him into action." – comments Ewa Kaczmarek, director and screenwriter.
Krzysztof Zalewski is a musician, composer, multi-instrumentalist, and lyricist, considered one of the best vocalists in Poland. Zalewski's most recent original album is "ZŁOTO" ("GOLD"), for which the artist received 3 Fryderyk 2017 nominations, and the album went gold. The courage to oppose template thinking is close to IKEA, a company known for collaborations with distinctive figures from the world of art.
