IKEA UK and Ireland is running “The Wonderful Everyday”, a new advertising campaign featuring the brand’s focus on sustainability. A television commercial, “Forest”, brings a dark forest to life using LED lighting. “By 2016 we will only sell energy efficient LED lightbulbs. Sometimes small things can make a big difference.” As part of the campaign, IKEA.co.uk, IKEA.ie and radio will give tips and ideas to make homes more waste, water and energy efficient. IKEA FAMILY members will be invited to an in-store home furnishing fair on 12 April with a focus on sustainability.
The creative platform ‘The Wonderful Everyday’ is about celebrating the everyday – the everyday events at home, such as getting a child out of the house in the morning on time, or in the case of this campaign, swapping one incandescent bulb to an LED bulb to save energy.
Peter Wright, IKEA UK and Ireland Marketing Manager, said, “We’re curious about the everyday problems people face, and find that the little things can actually make a big difference. The new creative platform ‘The Wonderful Everyday’ takes our strategy one step further, not only do we offer ideas and products for a better life at home, but we recognise and celebrate those everyday moments. Reducing household bills is an important issue for many people in the UK right now, and we feel it’s a good time to offer practical ideas that could save customers money, and maybe even the planet. It’s also an opportunity to explain a little about who we are and what we stand for as a brand, and sustainability is a big part this. IKEA’s roots stem from the thrifty, fresh thinking and resourceful folk of Småland, Sweden, where not wasting resources has always being part of the Company’s DNA.”
The Wonderful Everyday campaign was developed at Mother London by creative directors Tim McNaughton and Freddy Mandy, creatives Rich Tahmasebi and Pilar Santos, and agency producer Nicky Barnes.
Editor was Filip Malasek at Robota. Post production was done at The Mill by VFX producer Tom Johnson, shoot supervisor/2D lead artist Ben Turner, 3D lead artist Alex Hammond, 2D artists Carl Norton, Brad Wood, Milo Patterson and Chris Scott, and colourist Seamus O’Kane.
Sound was designed by Gary Walker and Sam Ashwell at 750 MPH.
Music is “Wet and Rusting” by Menomena.