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Olivier Gondry Directs IKEA'S Purpose Driven Campaign

The Sustainability Channel 468 Add to collection

Ogilvy New York launched the campaign with production company Patrizan around the company's sustainability and inclusion values

Olivier Gondry Directs IKEA'S Purpose Driven Campaign

People want to do everything they can to make their home a sanctum, live by their values and fulfil their individual needs. Everyone knows that IKEA sells affordable furnishings, but not everyone knows that IKEA makes choices - throughout their business and their supply chain - to have a more positive impact on people and the planet.

The new Olivier Gondry-directed campaign is called ‘Why We Make’ as it outlines the purpose and the ‘why’ behind many of IKEA’s long-standing corporate practices and initiatives. At a time when corporate responsibility and ethical consumption are more on trend than ever, IKEA reintroduces itself to the US market with a message that perhaps isn’t so new at all. Because everything from their sustainability initiatives, to inclusive employment practices, to community building and innovative product design with purpose have always been core to what IKEA is all about – and all in service of helping people live their dream.  

Shideh Hashemi, country marketing manager for IKEA USA, said: “The work is about us. But it’s also about our customers. We’re trying to make things that people can feel good about. It’s really that simple.”

Della Mathew, group creative director at Ogilvy New York, said: “It’s not often you get to tell a brand story like IKEA’s. Beyond what people know and love about them, there’s so much more that IKEA has been quietly doing for years. It’s a brand that since its humble beginning, people feel good about supporting which makes the work that much more a labor of love.” 

The ‘Why We Make’ campaign launched this week and is running across national, spot cable, and connected TV as well as digital and social platforms.

view more - The Sustainability Channel
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Client: IKEA USA

US Communications Manager: Christine Whitehawk

External Communications Specialist: Marques Davis

Interior Design Specialist: Charlene Tea

Interior Design Specialist: Jaclyn Van Wert 


Agency: Ogilvy New York

Executive Creative Director: Vicki Azarian

Group Creative Director: Della Mathew

ACD Art Director: Monica Apodaca

ACD Copywriter: Andrew Chisholm

Managing Director: Claire Morris

Account Director: Zac Rosenberg

Account Director: Tillie Fell

Assistant Account Executive: James Sullivan

Director of Strategic Services: Leslie Stone

Director of Strategy, Customer Engagement and Commerce: Dan Brenikov

Executive Producer: Jenna Gartland

Producer: Josh Kornrich

Producer: Meg Dibley

Sr. Business Affairs Manager: Sean McGee

Executive Producer, Music:   Michael Freeman


Production Company: Partizan

Director: Olivier Gondry

Executive Producer/Managing Partner: Lisa Tauscher

Line Producer: Russell Curtis


Editorial Company: Whitehouse Post

Editor: Jessica Mutascio

Assistant Editor: Alejandro Villagran

Executive Producer: Caitlin Grady

Producer: Malia Rose


Colour: The Mill

Colourist: Mikey Rossiter


VFX: Carbon

Executive Producer: Nick Haynes

Executive Creative Director: Liam Chapple

Senior Producer: Alex Decaneas

VFX Supervisor / Lead Flame: Matt Reilly

Flame: Chihcheng Peng, Chris Wiseman, Joe Scaglione

GFX: Max Benjamin


Audio Record / Mix: Sonic Union

Engineer: Mike Marinelli


Music: Storefront Music

Producers: John ‘Scrapper’ Sneider and Adam Elk

Composer: Vin Alfieri

Categories: Retail and Restaurants , DIY Stores

Ogilvy North America, Mon, 27 Jan 2020 15:13:02 GMT