2022 Winner

With a mission to become fully circular by 2030, IKEA wanted to also help Canadians live a more sustainable life at home. So it launched an integrated sustainability platform with help from Rethink. The “Our Little World” campaign kicked off with a spot showing people living on their own small planets while taking eco-friendly actions that would impact the world. Then, a “Repurposeful Instructions” manual gave new life to old IKEA furniture, from converting a cabinet into a beehive to transforming its blue FRAKTA bag into a hanging planter.

The retailer also provided a new interpretation of “Black Friday savings” to mean save the planet with sustainable products, rather than saving money on deals. With single-use take-out container waste skyrocketing during the pandemic, IKEA supplied restaurants with reusable containers for free. IKEA saw a 6% lift in consumer belief in the brand’s positive environmental impact, and the campaign led to a 40% increase in site visitation and a 32% increase in the sales of IKEA’s sustainable products.

Credits

Client: IKEA
Agency: Rethink
Chief Creative Officer: Aaron Starkman
Executive Creative Director: Mike Dubrick
Creative Directors: Joel Holtby, Dhaval Bhatt
Art Directors: Hayley Hinkley, Michelle Budge
Writers: Jacquelyn Parent, Jackson Byrne
Chief Strategy Officer: Sean McDonald
Strategy Director: Shereen Ladha
Group Account Director: Sarah Riedlinger
Account Manager: Megan Christopher
Head of Broadcast: Laura Rioux
Director of Broadcast: Shelby Spigelman
Broadcast Producers: Anne Marie Martignago, Alex Butt
Production House: Scouts Honour
Director: Mark Zibert
DP: Mark Zibert
Production House Executive Producer: Rita Popielak, Simon Dragland
Post Production House: Outsider Editorial
Editor: Michael Barker
VFX/CGI: a52 VFX
Audio House: Vapor Music
Audio Engineer: Ryan Chalmers
Music Director: Ted Rosnik