For a brand that uses one per cent of the world’s timber supply and has been busted for way too high levels of formaldehyde in its furniture, IKEA have worked hard of late on its “good citizen” image.
Now a new spot is out to confirm the brand’s green credentials. The work of London agency Mother, the minute-long ad is called “Change a bit for good” and stars a loveable robot that wouldn’t be out of place in the next Star Wars film.
Yet rather than plug its latest range of screw-it-yourself homewares, the spot follows the travails of the robot as it tries to improve the planet, albeit unsuccessfully.
Given the topic, the spot is a little depressing until our droid friend returns home to his family of robots to discover them being eco friendly with their IKEA products.
The spot will run in the UK, US and parts of Europe and will be supported by supported by social, radio, display and out-of-home.
Check out the clever work below:
Commenting on the work, Kemi Anthony, IKEA’s marketing communications manager, said: “We’ve set the ambitious goal of becoming fully circular and climate positive by 2030. But it’s not just about how we do business, but also about wanting to inspire and support customers in taking action too.
“Many people still believe that more sustainable living is a choice only available to the privileged few, which doesn’t have to be the case. With this campaign, our aim is to democratise sustainability, demonstrating how easy it is to make very simple, affordable and meaningful changes.”
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