Everyone inhabits their own miniature planet in Ikea's latest environmental spot

Mark Zibert directs Rethink's latest Canadian ad focusing on small sustainable actions

Published On
Apr 01, 2021

Editor's Pick

A new spot from Ikea Canada featuring a series of miniature planets shows how little sustainable actions in our own homes can help change the world for the better.

The ad depicts people living on their own individual little planets floating in sky, carrying out small actions like recycling, riding a bike and watering plants in their home -- as well as highlighting products like Ikea's renewable cotton duvet. The tagline is "a better world starts at home" and Ikea says the spot reflects the fact that during the pandemic, as we've all retreated into our own homes, "our little worlds become our entire worlds."

The film was created by Rethink and directed by Scouts Honour director Mark Zibert (known for his work on the SickKids Foundation). It was shot in Toronto on a soundstage over three days and required extensive CGI animation by LA-based visual effects house A52. 

"The entire 'world' in which the film takes place is created in post while all live action was shot in-camera,” said Joel Holtby, partner, head of art & creative director at Rethink. “This required us to create different sized dome structures as stages and set-decorate by bolting furniture down to the structures, all while using live lighting and wind to bring realism to the environments on each tiny planet."

The spot will air nationally in Canada, as well as in Serbia, Romania, and Croatia, with the campaign supported by online video, digital out-of-home, social, and digital units that showcase sustainable Ikea products on their own little worlds.

The work continues the retailer's ongoing focus on small sustainable actions, which has also included upcycling its own used furniture, creating a cookbook based on food scraps and several ads reminding people about food waste.


Apr 01, 2021
Client :
Ikea (Canada)
Agency :
Chief Creative Officer :
Aaron Starkman
Executive Creative Director :
Mike Dubrick
Head of Art & Creative Director :
Joel Holtby
Creative Director :
Joel Holtby
Creative Director :
Dhaval Bhatt
Art Director :
Hayley Hinkley
Writer :
Jacquelyn Parent
French Writer/ACD :
Karine Doucet
Chief Strategy Officer :
Sean McDonald
Group Strategy Director :
Stacy Ross
Strategy Director :
Shereen Ladha
Broadcast Producer :
Anne Marie Martignago
Broadcast Producer :
Laura Rioux
French Broadcast Producer :
Sarah Longpré
Digital Producer :
Terri Winter
Production House :
Scouts Honour
Director :
Mark Zibert
DP :
Mark Zibert
DP :
Eric Kaskens
Production House Executive Producer :
Rita Popielak
Production House Executive Producer :
Simon Dragland
Previsualization :
Day for Nite
Lead Artist :
Glenn Burton
Production Designer :
Jesson Moen
Post Production House :
Outsider Editorial
Editor :
Michael Barker
Post Production Producer :
Denise Shearer
Concept Artist :
Inna Gertsberg
a52 VFX
VFX Supervisor :
Jesse Monsour
CG Supervisor :
Andy Wilkoff
Flame Artist :
Richard Hirst
Flame Artist :
Matt Sousa
Flame Artist :
Adam Flynn
Flame Artist :
Kirk Balden
Matte Painter :
Whitman Lindstrom
Matte Painter :
Jie Zhou
3D Artist :
Adam Rosenzweig
3D Artist :
Ariana Ziae-Mohseni
3D Artist :
Derek Friesenborg
3D Artist :
Dustin Mellum
3D Artist :
Jade Smrz
3D Artist :
Joe Paniagua
3D Artist :
Jose Limon
3D Artist :
Josh Dyer
3D Artist :
Jun Kim
3D Artist :
Mike Di Nocco
3D Artist :
Scott Nishiki
3D Artist :
Joey Bettinardi
3D Artist :
Joseph Chiechi
3D Artist :
Michael Bettinardi
3D Artist :
Mike Di Nocco
Online Editor :
Kevin Stokes
Online Editor :
John Valle
Online Editor :
Chris Riley
Sr Producer :
Niki Goodwin
Production Coordinator :
Shane Hoffman
Head of Production :
Stacy Kessler-Aungst
Head of CG Production :
Michael Steinmann
Executive Producer :
Patrick Nugent
Executive Producer :
Kim Christensen
Managing Director :
Jennifer Sofio Hall
Audio House :
Vapor Music
Audio Engineer :
Ryan Chalmers
Music Director :
Ted Rosnik
Audio Producer :
Lindsey Bates
Licensed Track :
Book Of Dreams
Written by :
Daniel Tashian
Performed by :
Danial Tashian
Published by :
International Dog Music
Courtesy of :
Big Yellow Dog Music
FR Licensed Track :
L’Enfant et l’oiseau
FR Composer :
Jean-Paul Cara
FR Author :
Joe Gracy
FR Arrangements and interpretation :
François-Pierre Lue
FR Arrangements and interpretation :
Paul-Étienne Côté
FR Arrangements and interpretation :
Clémentine Lepori
FR Musical supervision :
CGI Production House :
CGI House Exec Producer :
Renaud Coté
CGI House Producer :
Heather Graham
CGI House Production Manager :
François Hogue
CGI Supervisor / Lead Artist :
Sacha Wechselmann
CGI Layout / Lighting :
Éloi Forest
CGI Layout / Lighting :
Mengyao Zhang
CGI Modeling :
Loïc Mathon
CGI Modeling :
Michael Coutu
360 Production :
Brad Kumar
360 Production :
Todd Bennett
Group Account Director :
Sarah Riedlinger
Account Director :
Catherine Blouin-Mainville
Account Manager :
Megan Christopher
Account Manager :
Gabrielle Bergeron
Account Manager :
Shakiyl Cox
Chief Marketing Officer :
Johanna Andren
Director of Brand Marketing :
Lena Dukic
Director of Brand Marketing :
Claudia Mayne
Marketing Communications Specialist :
Jordan Sequeira
Marketing Communications Specialist :
Carolyn Thrasher
Integrated Media Leader :
Vanessa Herz
Public Relations Leader :
Lisa Huie
Country Marketing and C&C Insights Manager :
Barbara Filipcic
Marketing Communications Manager :
Aleksandra Jankovski
Marketing Communications Specialist :
Magdalena Grecu
Integrated Media Manager :
Marina Askovic
Insights Leader :
Marija Zornic
VP Group Account Director :
Karen Hrstic
Account Director :
Tracey Cronin
Associate Account Director :
Vanessa Coutinho
Account Supervisor :
Faizal Shaikh
Media Planner :
Monalyn Quelnat
Media Coordinator :
Crystal Kim

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