Anomaly Amsterdam Introduces Us To "Accidental Environmentalists" For IKEA


Robert Goldrich
Friday, Apr. 12, 2019


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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.


Client 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.

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