IKEA has a clear vision — to create a better everyday life for the many. For over 80 years, they’ve been at the forefront of making beautiful and functional furniture accessible to millions around the world. Now, they’re taking a big step in making energy-efficient solutions just as accessible, such as solar panels and heat pumps, to help people create more energy-efficient homes.
The global shift towards energy efficiency is a critical and serious topic, but that doesn’t mean advertising has to be dull. That was Åkestam Holst NoA’s mindset when they received the brief to create the global campaign. They decided to have some fun by shining a light on some unexpected energy thieves — not the obvious ones (like an old energy-consuming heating system). Instead, the campaign focuses on the things and situations that drain your personal energy. Energy thieves, we all stumble upon every now and then, which we can’t control. Luckily, thanks to the energy-efficient solutions, you can at least make sure your home isn’t an energy thief.
The global campaign, which includes three films, was directed by Danish filmmaker Torben Kjelstrup, and the first market to launch it is the brand’s home market, Sweden.
CREDITS
IKEA Sweden
Mia Granath, Marketing communication leader
Marianne Amilon, Sales Operation Leader Energy Services
Åkestam Holst NoA
Rickard Beskow, Copywriter
Michal Sitkiewicz, Art Director
Leila Widgren, Agency Producer
Sophia Wattjersson, Client Director
Agneta Oppenheim, Account Manager
Jerker Winther, Head of planning
Sindra Liebe, Planner
Anna Forsberg, Final Art
Mirjana Stanisic, Content Creative
Lovisa Swärdh, Content Creative
Immigrant (Production company)
Torben Kjelstrup, Director
Phie Hansen, Executive Producer
