Despite strong progress in sustainability, IKEA’s message had become unclear and inconsistent. Externally, this caused confusion. Internally, teams struggled to connect their efforts to a shared story. IKEA needed to bridge that gap between planet-sized problems and people-sized actions, and do it in a tone that felt real, human and hopeful.
Realizing most people want to “do good”, but lack hope and a starting point, we shifted IKEA’s POV from doing less harm to doing more good. Small actions can create big change, especially at scale. Along with the platform, we created the first campaign based on it. 5 films, 20+ OOHs and an exhibition at Milan Design Week. The films were produced in colaboration with production house Camp David Film and directed by Simon Gustavsson.
Despite strong progress in sustainability, IKEA’s message had become unclear and inconsistent. Externally, this caused confusion. Internally, teams struggled to connect their efforts to a shared story. IKEA needed to bridge that gap between planet-sized problems and people-sized actions, and do it in a tone that felt real, human and hopeful.
Realizing most people want to “do good”, but lack hope and a starting point, we shifted IKEA’s POV from doing less harm to doing more good. Small actions can create big change, especially at scale. Along with the platform, we created the first campaign based on it. 5 films, 20+ OOHs and an exhibition at Milan Design Week. The films were produced in colaboration with production house Camp David Film and directed by Simon Gustavsson.
Media
TV, In-store, OOH, social media platforms and owned online media.
Markets
Global
Agency
Chaos x Magic
Role
Executive Creative Director
Media
TV, In-store, OOH, social media platforms and owned online media.
Markets
Global
Agency
Chaos x Magic
Role
Executive Creative Director
Selected work by creative director Nils-Petter Lövgren
