IKEA has set the goal of helping 1 billion people live better lives within the limits of the planet by 2030. Towards that end, IKEA has also 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.
Anomaly Amsterdam developed IKEA’s new global sustainability platform “A Better World Starts at Home” launching with a suite of assets across TV commercial, 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.
In this centerpiece “Accidental Environmentalists” spot directed by Casper Balslev of Copenhagen-based production house Newland, we meet people engaged in mundane slices of life, all the time unaware that their small choices are contributing to a better sustainable world. With this campaign, IKEA aims to inspire and enable people to make even more climate friendly choices that will improve their lives at home.
CreditsClient IKEA Agency Anomaly Amsterdam Production Newland, Copenhagen Casper Balslev, director; Sebastian Wintero, DP; Thor Brammer Jacobsen, exec producer; Sandra Heavey, producer. Editorial Littlemachine (agent Artoffical Agency), Copenhagen Peter Brandt, editor. Color Company 3 NY Sofie Borup, colorist. Audio Post WAVE Studios Amsterdam Alex Nicholls-Lee, mixer.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More