2021 Winner
2021 Winners
IKEA
Our Little World
IKEA is famous for its affordable furniture, but that affordability also made it disposable. For decades, IKEA has been the poster-child of Fast-Furniture. However, it is now emerging as a leader in sustainability; the brand has a mission to become fully circular by 2030.
Perceptions of Canadians needed to shift and get them to view IKEA as a leader in sustainability. In addition, sustainable practices among Canadians had dropped as a result of Covid-19. Canadians were buying more, wasting more, and conserving less. It was an opportunity not only for IKEA to demonstrate its sustainability commitments, but also to help Canadians live a more sustainable life at home.
IKEA’s commitment to sustainability became less of a priority for many Canadians. But the same place people were forced to retreat because of Covid-19 (their homes), was exactly where they could help the planet the most. Small sustainable actions done at home, by the many, can have a big impact.
IKEA needed to show people the power of these small, accessible actions taken at home. And, more importantly, that even though we’re apart these actions can make a big difference when we come together as a community.
They launched the Our Little World campaign: a campaign that didn’t ask people to buy more, but actually asked people to buy less. They showed Canadians they could help make their own little worlds (their home) a more sustainable place. The campaign kicked off with a spot centered around a highly visual world, showing people living on their own little planets. Within it, we see them going about their everyday lives in a surreal environment while taking different sustainable actions, big and small, to make their home-worlds a better place. Ultimately, showing that what you do at home, in your own little world, can change the whole world.
They then gave Canadians instruction manuals but for OLD furniture so their furniture could have new life: Repurposeful Instructions. There were instructions for turning a cabinet into a beehive, salad bowls into a birdhouse, and the famous blue FRAKTA bag into a hanging planter.
For Black Friday, IKEA gave new meaning to the term “Black Friday savings,” pivoting from Black Friday being about saving money to being about saving the planet.
Finally, at the height of the pandemic, as single use take-out container waste skyrocketed, they supplied restaurants with reusable sustainable IKEA containers for free.
After the campaign, IKEA saw a 6% lift in consumer belief in the brand’s positive impact (the belief that the brand has a positive impact on the environment). The campaign also led to a 40% increase in site visitation as well as a 32% increase in the sales of IKEA’s sustainable products.
Perceptions of Canadians needed to shift and get them to view IKEA as a leader in sustainability. In addition, sustainable practices among Canadians had dropped as a result of Covid-19. Canadians were buying more, wasting more, and conserving less. It was an opportunity not only for IKEA to demonstrate its sustainability commitments, but also to help Canadians live a more sustainable life at home.
IKEA’s commitment to sustainability became less of a priority for many Canadians. But the same place people were forced to retreat because of Covid-19 (their homes), was exactly where they could help the planet the most. Small sustainable actions done at home, by the many, can have a big impact.
IKEA needed to show people the power of these small, accessible actions taken at home. And, more importantly, that even though we’re apart these actions can make a big difference when we come together as a community.
They launched the Our Little World campaign: a campaign that didn’t ask people to buy more, but actually asked people to buy less. They showed Canadians they could help make their own little worlds (their home) a more sustainable place. The campaign kicked off with a spot centered around a highly visual world, showing people living on their own little planets. Within it, we see them going about their everyday lives in a surreal environment while taking different sustainable actions, big and small, to make their home-worlds a better place. Ultimately, showing that what you do at home, in your own little world, can change the whole world.
They then gave Canadians instruction manuals but for OLD furniture so their furniture could have new life: Repurposeful Instructions. There were instructions for turning a cabinet into a beehive, salad bowls into a birdhouse, and the famous blue FRAKTA bag into a hanging planter.
For Black Friday, IKEA gave new meaning to the term “Black Friday savings,” pivoting from Black Friday being about saving money to being about saving the planet.
Finally, at the height of the pandemic, as single use take-out container waste skyrocketed, they supplied restaurants with reusable sustainable IKEA containers for free.
After the campaign, IKEA saw a 6% lift in consumer belief in the brand’s positive impact (the belief that the brand has a positive impact on the environment). The campaign also led to a 40% increase in site visitation as well as a 32% increase in the sales of IKEA’s sustainable products.