An optimistic little robot tries to clean up the world’s biggest pollution problems. And becomes overwhelmed by the task.

He returns home, much the worse for wear and quite dejected. But he finds that his home has been given a sustainable makeover. His robot dad is cooking a delicious plant balls dinner while his mum returns from the shops with fresh vegetables in reusable KUNGSFORS net bags, his sister is using the IKEA FLISAT trolley to grow vegetables, with VARDAGEN muffin tins filled with growing herbs.

The film by Mother London is part of Ikea’s missionto inspire people to make easy and affordable swaps around the home to help tackle climate change.

Change a bit for good challenges the notion that sustainable living must be complicated and expensive, debunking the myth that it is for the privileged few. A few people going to eco-extremes is good, but everyone doing a little bit is much better.

The campaign launched in broadcast TVC (60-second and 20-second versions) and VOD across the UK and Ireland from May 24 2021, and is running also in the US and Netherlands. Social, radio, display and OOH will follow on May 31. This aims to bring to life the small acts that make a big difference. In its collection of assets plastic bags transform into reusable netted bags, for example, and disposable coffee cups flip to reusable cups.

Ikea has also created a Choices for Change Tracker which shows the positive impact its customers actions are having on the environment. For example, the tracker details how much carbon has been saved by people choosing to eat plant balls instead of meatballs (they have just 4% of the carbon footprint); how many kWh of energy have been saved through people purchasing LED light bulbs; as well as the number of pieces of furniture given a second lease of life through its new Buy Back scheme, which launched on May 5 2021 and enables customers to sell items back that they no longer need before Ikea finds them a new home.

As well as showing the collective efforts of the nation, Ikea family members will also have the opportunity to receive personalised updates on how their purchasing habits have helped protect the planet.

Kemi Anthony, marketing communications manager at IKEA, stated, “We’ve set the ambitious goal of becoming fully circular and climate positive by 2030. But it’s not just about how we do business, but also about wanting to inspire and support customers in taking action too. Many people still believe that more sustainable living is a choice only available to the privileged few, which doesn’t have to be the case. With this campaign, our aim is to democratise sustainability, demonstrating how easy it actually is to make very simple, affordable and meaningful changes.”

Despite the disruption caused by the pandemic, in the financial year 2020 the Ingka Group produced 132% more renewable energy than it consumed in its global operations for the very first time*. Sales of Ikea’s People and Planet Positive products were particularly strong, representing 30% of the total volume of products sold over the year. These achievements sit alongside the retailing group’s initiatives, such as its Buy Back scheme, to reduce carbon emissions and help customers live more sustainably at an affordable price.

The campaign is supported across paid and earned channels by PR, CRM and content created for Instagram, YouTube, Facebook, and Pinterest.

Credits:
Agency: Mother London
Strategy: Mother London
Creative: Mother London 

Production Company: Pulse Films
Director: Ninian Doff
Managing Director & Executive Producer: James Sorton
Producer: John Bannister
Production Manager: Fatima Zaman
Production Designer: David Lee
Director of Photography: Fabien Wagner 
Editing: Leo King @ Stitch Editing
Music Supervision: Nick Nash 
Sound: Sam Ashwell @ 750mph
Post: William McNamara @ nineteen twenty
Producer: David Keegan
Creative Director: Bill McNamara 
2D Lead: Chrys Aldred
3D Lead: Chris King
2D Artists: Adam McHale, Claire Larkin, Nicole Palucsis, Joe Holt, Reynold Rodrigues & Leila Wishart
3D Artists: Adam White, Ben Revens, Ben Thomas, Eva Bennett, Martin Blunden, Andrew Maccabe, Urte Olsauskaite, Ivan Tomovic, Christopher Holmes, Oliver Atton-Higgins, Elena Schurkus, Alison Stott & Greg Martin
Matte Painting: Aurelien Ronceray
Colourist: Kai Van Beers & Duncan Russell @ nineteen twenty