Mother Rigs a Woodland Light Show for IKEA

IKEA, the leading home furnishing company, launches its new creative platform “The Wonderful Everyday”, an evolution on its existing strategy to revitalise the brand in the UK and Ireland, with sustainability being the focus for its first campaign.

Peter Wright, IKEA UK and Ireland Marketing Manager, said, “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 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.

The campaign launches with a TV advert in the UK and Ireland on Saturday 8 February.  Three versions of the advert have been produced and include 60” and 30” adverts that run until 11 April on TV.

The advert, created by the agency Mother, shows a beautiful forest and each tree will be artificially illuminated until most of the forest is visible, then there will be an intricate rhythmical dancing of lights. The message at the end will be IKEA’s commitment to sustainability. 

Voice over will say, “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.And furthermore, IKEA FAMILY members will be invited to an exciting in-store home furnishing fair on 12 April with a focus on sustainability. 

Director: Martin Krejci

Production Company: Stink

DoP: Stephan Kucera

Sound Design: 750 mph- Sam Ashwell & Gary Walker

Editor: Filip Malasek

Post Production House: The Mill