No Christmas ad from Ikea this year, but instead there’s a New Year campaign from Mother to promote Ikea’s sustainability credentials; in particular the new Buy Back scheme, where you can take back unwanted Ikea furniture in return for a voucher to spend in store (when stores eventually open).
[embedded content]
“Fortune Favours the Frugal” is all about taking away the negative connotations of the word “frugal” and highlighting the benefits of being thrifty and sustainable. A giant meteor made of rubbish comes crashing towards earth, but it dissipates every time a person makes a choice that’s good for the environment, like recycling, upcycling, using LED light bulbs etc.
Kemi Anthony, marketing communications manager at Ikea, said, “[The campaign] encapsulates Ikea’s commitment to continue to adapt the business and inspire people to think differently about the benefits of living a life of moderation over a life of excess. Small acts now will make a huge difference in years to come.”
MAA creative scale: 8
More Stories
Coors Can’t Run a Super Bowl Ad So It wants to Infiltrate Your Dreams Instead
TikTok joins the establishment with Vayner’s viral sea shanty
Tito Ribeiro: seven key digital trends for 2021