DDB Group Italy and We Are Social highlight the Swedish furnishing giant’s ability to create green environments for various purposes
IKEA has launched a new advertising campaign to highlight its green brand values. ‘Minds Of Change. We support the idea of change’ wants to highlight the commitment of the Swedish home furnishing brand in supporting Italian minds that, thanks to sustainable projects and ideas, set themselves the goal of improving the health of our planet. The campaign will be broadcast on digital and social media and was created by DDB Group Italy. We Are Social managed a related project that involved the homes of some influencers, transforming them with the help of a team of IKEA interior designers.
The films, produced by Mercurio with the director Alessandro Cattaneo, are available to watch on IKEA’s website and social channels and on the Ikea.it/MindsofChange website. The campaign consists of five videos: a 1-minute video teaser, a 2-minute launch video that brings the whole project to life, and three 45-second videos.
The campaign stresses IKEA’s ability to design interior spaces from a green perspective, from home environments to the most chaotic work environments. The protagonists of the videos are three Italian scientists whose offices are reorganised through the use of sustainable products and materials, in line with what each of their respective interests is.
The social campaign created by We Are Social involved photographers Giuli and Giordi, fashion designer Licia Florio and food influencers GNAMBOX, to help them to live in better organised, more sustainable spaces. Short videos will make the project live on the social channels of the Swedish brand, explaining the sustainability challenges faced by each of the influencers.
The goal of IKEA is to inspire as many people as possible to change, showing how everyone can do their part, even starting from domestic spaces.
With this action, IKEA wants to reaffirm its commitment to safeguarding the planet through concrete actions. In fact, from 2020 the Swedish company will only sell plastic products made from renewable or recyclable materials. This is a first step towards an even more ambitious goal: to reduce the overall average impact of each product by 70% by 2030, to allow more than a billion people to live a better daily life while respecting the planet's limits.