A dark mystical forest, brought to life by countless lights of various shapes, heralds a new era of the extremely popular retriever with an affordable interior. By deciding to use LED lights in its products, Ikea is actively taking its business strategy one step further towards sustainable development.
Titled TV ad "Forest" ("Forest", slo.) Ikea branches in Great Britain and on Ireland premieres the vow that they will until 2016 only sold energy-efficient LED lighting, which also complies with European Union directives. As the central message says, "sometimes even small things bring big changes".
The ad was designed by an advertising agency Mother London led by creative directors by Tim McNaughton and Freddy Mandy and director's assistant Martin Krejci. A hit movie creates a surreal atmosphere "Wet and Rusting" American indie-rock band Menomena.
As part of a massive campaign "Wonderful Everyday" ("Wonderful everyday", slo.) will be on websites and also broadcast via radio tips and ideas, how to make the home more sustainable through energy efficiency, judicious use of water and reducing the amount of everyday waste. On April 12, members of the Ikea Family will be able to visit the furniture fair, of course with an emphasis on sustainable development.
As the marketing manager says Peter Wright, it is an opportunity to "communicate who Ikea is and what it stands for as a brand, in which sustainable development plays an important role". They are also "interested in the everyday problems we humans face and finding small things that will actually create big changes". It's about celebrating everyday moments through products and ideas that improve living in the home and are at the same time more efficient in every aspect.
Despite many criticisms of mass production, which according to some estimates consumes as much as one percent of the world's wood supply annually, and the mass consumption created by affordable, short-lived and quickly replaceable furniture, Ikea seems to be only beginning to consciously work towards reducing of its environmental footprint.
