Ikea UK along with its Pixar’s WALL-E inspired hapless robot are on a mission to galvanize consumers to “Change a bit for good” and together we can move a step closer towards a sustainable planet.
In a new ‘Save the planet’ themed campaign, Ikea foregrounds a sustainable future. Making grand gestures and going to eco-extremes to make an impact is not an easy thing to do for the vast majority. Ultimately, it’s the few easy little changes we collectively make that’s going to make all the difference.
Conceptualized and created by London based global creative agency ‘Mother,’ the 60-second TVC for Ikea’s ‘Change a bit for good’ campaign features an amicable WALL-E-style robot in a persistent effort to combat pollution and make our environment eco-friendlier.
The TV ad directed by Ninian Doff through Pulse Films is set to the music “Keep Movin” by Crosby St Models. The multichannel campaign ad is currently being broadcasted in the UK and Ireland and is set to be aired in the US and Netherlands starting 31 May via various social and digital OTT platforms.
In the advertisement, the robot is seen making multiple attempts to clean the environment including, picking up plastic bags strewn across an urban riverbank and sucking up oil deposits from a polluted beach. The robot is also seen heading towards an emissions-bleaching industrial plant but is run over by a truck, drenching it in mud.
Completely dejected on not being able to make a significant difference, the robot trudges back home. But the sadness doesn’t last long, seeing the robot family doing their little bit for a sustainable environment is just enough to turn the cute robot’s frown into a smile.
Ikea instils the power of change in everybody’s hands with its range of affordable, everyday solutions. The campaign advises us to make the little changes to reduce emission such as switching to plant-based meat alternatives, transforming plastic bags into reusable net bags, using disposable coffee cups as reusable cups, using LED bulbs and repurposing furniture to grow vegetables.
With this new campaign, Ikea aims to change the conventional belief among many that more sustainable living is a choice available only to the privileged few. Contrary to this belief, only if we make the little easy changes and collectively take action will we be able to ‘Save the planet.’
Kemi Anthony, Marketing Communications Manager- Ikea, said, “We’ve set the ambitious goal of becoming fully circular and climate positive by 2030.” Commenting on the campaign, he added, “our aim is to democratise sustainability, demonstrating how easy it actually is to make very simple, affordable and meaningful changes.”
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