The brand new advert from Ikea is all about dwelling frugally
The furniture giant's Fortune Favors the Frugal campaign celebrates the little things that people can do to become more environmentally friendly
In the ad staged by Tom Kuntz, a meteor made of garbage is racing towards the earth. But when people repaint old furniture, pickle vegetables, and reuse water at home, it gradually begins to break apart – and eventually ends up on our planet as nothing more than a single plastic bottle (which is instantly recycled).
It's part of a broader Fortune Favors the Frugal campaign from Mother that also features outdoor and online ads featuring Ikea products that can help people get greener – whether it's growing herbs and greens at home or buying carpets made from recycled plastic.
The brand has increased its focus on sustainability in recent years, launching a “green” Christmas ad at the end of 2020 and opening what it called its most sustainable store in Greenwich to date in 2019. The company aims to use only recycled or renewable plastic in its products by 2030.
By focusing on the small, manageable steps people can take, Ikea's ad provides a much-needed counterpoint to the fateful predictions about the future of our planet.
The news surrounding the climate crisis has overwhelmed a lot of people – something that was highlighted by Tanya Steele, CEO of WWF UK, in a recent panel at the Festival of Marketing, where she suggested that brands "add some humor and discussion" to the conversation must bring in. It's encouraging to see Ikea doing just that, and it seems like a more productive way for brands to drive real change.
Credits:
Agency: mother
Director: Tom Kuntz
Creative inspiration advertising