2022 Winner

CASE SUMMARY

In 2020, IKEA entered their ‘leap-year of sustainability’ with the global mandate of all communications pivoting from the brand’s core business offering of home furnishings to the brand’s sustainability efforts. This meant a large strategic shift from something IKEA is widely known for in the minds of consumers to something completely
outside of IKEA’s realm.

Sustainability has always been a priority for IKEA, with the brand pledging to be fully circular by 2030, but became less of a priority for many Canadians as their world adapted to the pandemic. But the same place people were forced to retreat, was exactly where they could help the planet the most. As IKEA has advocated before, small sustainable actions done at home, by the many, can have a big impact.

They needed to show consumers 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. For Canadians, sustainability feels like a monumental task, but it's actually about small actions done at home, by the many, that can have a big impact.

Their driving insight focused on the place we’ve been spending the most time: the home. During the pandemic, our homes became our own little worlds. Taking small sustainable actions in the home is where Canadians collectively can have a large impact.

Our Little World changed the message around sustainability to show people that the same place they were forced to retreat to during the pandemic, was exactly where they could help the planet the most. They created a visual world showing people living on their own little home room based planets. We see them going about their everyday lives while taking different sustainable actions, big and small, to make their home worlds a better place. VFX rendered world/environment and a combination of multiple matte paintings and custom 3D renderings were used to create the atmosphere the planets and its people live in. Ultimately, showing that what you do at home, in your own little world, can change the whole world.

During the months when the Our Little World video was in market, IKEA saw positive movement across a number of different brand health metrics including positive impact (the belief that the brand has a positive impact on the world, which increased by 6%).

IKEA’s brand purpose is to create a better everyday life for the many people, and often build campaigns as such. This campaign was successful in changing consumer’s perceptions towards IKEA and sustainability. Our Little World drove strong associations between IKEA and sustainable solutions, with over 71% agreeing after watching the commercial that IKEA is a company that values sustainability.

Credits

Chief Creative Officer: Aaron Starkman
Executive Creative Director: Mike Dubrick
Head of Art & Creative Director: Joel Holtby
Creative Directors: Joel Holtby, Dhaval Bhatt
Art Director: Hayley Hinkley
Writer: Jacquelyn Parent
Chief Strategy Officer: Sean McDonald
Strategy Director: Shereen Ladha
Group Account Director: Sarah Riedlinger,
Account Manager: Megan Christopher,
Head of Broadcast: Laura Rioux
Director of Broadcast: Shelby Spigelman
Broadcast Producers: Anne Marie Martignago, Alex Butt

Production House: Scouts Honour
Director: Mark Zibert
DP: Mark Zibert
Production House Executive Producer: Rita Popielak, Simon Dragland
Post Production House: Outsider Editorial
Editor: Michael Barker
VFX/CGI: a52 VFX
Audio House: Vapor Music
Audio Engineer: Ryan Chalmers
Music Director: Ted Rosnik

Chief Marketing Officer, IKEA: Johanna Andrén,
Director of Brand Marketing, IKEA : Claudia Mayne,
Marketing Communications Specialist, IKEA: Jordan Sequeira,
Marketing Communications Specialist, IKEA: Carolyn Thrasher,