Sustainability has become an increasingly significant pillar of Ikea's brand. Since 2015, all of its cotton has come from sustainable sources and the brand is working toward sourcing more of its wood from such sources this year. The environment has also become a more significant part of its marketing. Earlier this year, an Olivier Gondry-directed spot by Ogilvy showcased Ikea's behind-the-scenes efforts, like planting more trees, ethically sourced products and employee diversity in the U.S. With Mother, the brand has conceived a number of fun ideas to promote its sustainable outpost in London.

Now, a new campaign for IKEA Europe, its first from Virtue Worldwide, highlights the brand's sustainable goods over easily replaceable ones.

In a new spot titled "Fiind a Greener Rhythm," a new day begins and the beat of a hectic life at home picks up. Emerging from Bergpalm covers (sustainable cotton), a woman begins to tidy up after the kids, dancing to her own rhythm in a way familiar to everyone who’s been cooped up indoors for months. IKEA cushion covers and bamboo cutting boards get center stage, too, just in time for the family to sit down together to eat.

Virtue Worldwide won Ikea's business in six European markets in February. The new spot was directed remotely in L.A. by Swedish director Tim Erem. The European campaign is running in Sweden, Finland, Norway, Denmark, Portugal and Belgium in TV, digital, social, out-of-home, cinema and print placements.