Earth Day is an important event for many. The day is dedicated to people growing more conscious of the way they live, thereby creating awareness about the various environmental challenges that face our planet. At IKEA, we always strive to make life at home better for many people. Sustainability is a very important part of our brand and we offer a range of products that are not only sustainable but also affordable, attractive, and accessible for the many.
This year aimed at inspiring people to lead a healthy and sustainable life, promoting circular and sustainable consumption and creating a movement around better every day. The campaign highlights the importance of practising sustainability in many homes thereby leading by example for the future generation.
Our campaign film tells the story of a regular family – a mother, father, and child, except the mother is a charming eco-conscious polar bear. We follow a day in the life of this family and see the mother’s quest to show her family how to live in a way that does not harm the environment. The film shows the passion of mama bear and how she encourages her family to make changes to daily habits and live more sustainably. Mama bear growls and grinds her teeth angrily at her husband and child when she sees them being wasteful but, she means well, and we occasionally get to see her loving side as well. Obviously, she’s not always a pleasure to be around.
For example, she stands in front of the TV as the father and son try to watch football. But we soon realize what she’s doing is far more important, she’s only replacing a regular bulb with a far more energy-efficient one from IKEA. Mama bear may come off as annoying sometimes but it’s best we all listen to her. It’s what nature would do if nature were you.
Our aim is to inspire and enable more than 70 million people in the region to live a better everyday life. Because, as Ingvar Kamprad said: ‘No method is more effective than a good example.’ Currently, 60 per cent of the IKEA range is based on renewable materials, while nearly 10 per cent contain recycled materials. By 2025, we pledge to design every product from the very beginning to be reused, refurbished, remanufactured and eventually recycled, by applying its circular product design principles during the product development process.
Credits
AGENCY – Memac Ogilvy
Juggi Ramakrishnan – Chief Creative Officer, MENA
Gautam Wadher – Group Creative Director
Alok Mohan – Creative Director
Rajaa Chami – Senior Producer
Hadi Ballout – Managing Partner
Alaa Nour – Senior Account Manager
CLIENT – Al Futtaim IKEA
Carla Klumpenaar – GM Marketing, Communication, HF and Retail Design (UAE, Egypt, and Oman)
Binita Chowdhury – PR & communication Specialist
Dina Al Sahhar- Regional Digital Marketing Leader
Luiza Jodziewicz- Regional Interior Design leader at IKEA – Al Futtaim
PRODUCTION HOUSE – TRUFFLE
Executive Producers – Cynthia Chammas & Michel Abou Zeid
Director – Amr El Hadad
DOP / Cinematography – Kamal Samy
Production Design – Assem Ali
Producer – Ehab El Koury
Bear Performer – Peter Elliott
Assistant Director – Youssef Taha
Wardrobe Stylist – Yasmine Tazy
Editor – Sebastien Leclercq
Colorist – Belal Hibri
Sound Design – Martin Dirkov
Post Production Producer – Mary Abi Akl
