Ikea's new brand campaign touts its commitments to sustainability, diversity and inclusivity
The retailer highlights its benefits for consumers, employees and the Earth in spot directed by Olivier Gondry
Editor's Pick
In Ikea’s new brand campaign, its commitments—to sustainability, inclusivity and innovation—are as crystal clear as the glass doors on its popular Billy cabinets. The Swedish retailer is rolling out a new push to reintroduce itself to the U.S market. Called “Why We Make,” the campaign, created with Ogilvy, includes a 60-second spot directed by Olivier Gondry.
As usual, the commercial showcases Ikea products, but also highlights the corporate decisions the furniture brand has made, such as planting more trees to replace those it has used and making sure employees are from a diverse range of ethnicities.
“The better the choices we make in here, the better off we’ll all be out there,” says a voiceover, encouraging consumers to “Make the dream yours.”
These commitments are not new for Ikea, which has been vocal for years about such choices. Two years ago, the brand promised to use only renewable and recycled materials in its products by 2030. The company has also been rolling out smaller-format stores with space-saving products, such as a shop in Manhattan and a store in Vienna that includes trees instead of parking spaces. Yet the push comes at a time when consumers, and the younger generations who frequent Ikea in particular, are paying more attention to what brands are promising. Activists like Greta Thunberg are shining a spotlight on such commitments.
"The work is about us. But it's also about our customers. We're trying to make things that people can feel good about," said Shideh Hashemi, country marketing manager at Ikea USA, in a statement about the new campaign.
Last year, Ikea reported a 5 percent rise in retail sales to 36.7 billion euros. The brand’s parent company Ingka recently announced a minority investment in Optoro, a provider of returns technology, which it expects will improve its supply chain to produce less waste.
Ikea has also been attempting more sustainability in its marketing. Two years ago, a new brand campaign in the U.S. included fewer catalogs and more digital content.
The new campaign debuts this week. It will run across national channels as well as on connected TV and social networks.
Credits
- Date
- Jan 24, 2020
- Client :
- Ikea
- Agency :
- Ogilvy-New York
- US Communications Manager :
- Christine Whitehawk
- External Communications Specialist :
- Marques Davis
- Interior Design Specialist :
- Charlene Tea
- Interior Design Specialist :
- Jaclyn Van Wert
- 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 :
- The Whitehouse Post
- Editor :
- Jessica Mutascio
- Assistant Editor :
- Alejandro Villagran
- Executive Producer :
- Caitlin Grady
- Producer :
- Malia Rose
- Color :
- The Mill
- Colorist :
- 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
- Flame :
- Chris Wiseman
- Flame :
- Joe Scaglione
- GFX :
- Max Benjamin
- Audio Record / Mix :
- Sonic Union
- Engineer :
- Mike Marinelli
- Music :
- Storefront Music
- Producer :
- John “Scrapper” Sneider
- Producer :
- Adam Elk
- Composer :
- Vin Alfieri
Need a credit fix? Contact the Creativity Editors