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IKEA Accidental Environmentalists - a better world starts at home (2019) :60 (The Netherlands)

IKEA has committed to using only renewable and recycled materials in its products by 2030, sourcing only recycled or renewable wood by 2020 and producing as much renewable energy as it consumes by 2020. This means that anyone who shops there now becomes an Accidental Environmentalists. Congratulations, punter! 


I do like this idea, take the message and cartoonify it. Exaggerate it. And having the press barge down the door to our dear black metal fan's black kitchen is pretty silly. 

Anomaly developed IKEA’s new global sustainability platform ‘A Better World Starts at Home’ launching with a suite of assets across TVC, social, events, in-store and internal communication. In every touchpoint, the campaign celebrates the small changes that can make a big difference to people’s homes and to the world. 

With their water-saving taps, kitchens made from recycled materials and all cotton products sourced sustainably, millions of IKEA customers are already doing good without even realising it or even waking from their couch-naps.

The campaign has already drawn some attention, with Christiana Figueres, Former Executive Secretary of the UN Framework Convention on Climate Change (UNFCCC) tweeting: 

“We have the solutions, let’s figure out how to apply & scale them to address some of the world’s biggest challenges. What IKEA does influence’s the way people think.”

Agency: Anomaly

Production Company: Newland

Director: Casper Balslev
Director of Photography: Sebastian Winterø

Executive Producer: Thor Brammer JacobsenProducer: Sandra Heavey

Editing House: Littlemachine (agent Artoffical Agency), Copenhagen

Editor: Peter Brandt

Colorist: Sofie Borup / Company 3, NY
Audio Mix: Alex Nicholls-Lee at WAVE Studios Amsterdam


About Anomaly:

Founded nearly 15 years ago, Anomaly is a difficult to define, but exciting to work at 'new model' agency. Driven by a passionate and entrepreneurial culture encompassing a diverse, elastic set of skills, Anomaly has offices in Los Angeles, New York, Toronto, London, Amsterdam, Berlin and Shanghai. Clients include: WW (Weight Watchers) Huawei, Unilever, YouTube, Facebook, Coty, Hershey’s, Rimowa, T-Mobile, Anheuser-Busch InBev, Diageo, Google, Lego, MINI, SONOS, The Coca-Cola Company and IKEA.

Anomaly has been recognised for a very wide range of work and IP, covering both effectiveness and craft excellence including: Ad Age’s 2017 Agency of the Year, Cannes Lions, Effies, Fast Company’s Most Innovative, Jay Chiat, Digiday Awards and the Mashies -- among the usual suspects. Anomaly has also been honored with a few less conventional accolades as well, such as being named one of Time Magazine’s Best Inventions of 2016 for Dosist, Toy of The Year for Mighty Jaxx, plus two Emmys for a television series, all of which the agency created and co-owns.

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Mötorhead's picture

I just love the metal guy eating breakfast in his black kitchen. Rock on, my friend.