| Title | IKEA LOVES EARTH |
| Brand | IKEA ITALIA |
| Product/Service | FURNITURE |
| Category |
B06. Use of Ambient Media: Large Scale |
|
Entrant
|
(h)Films Milan, ITALY
|
|
Idea Creation
|
AUGE HEADQUARTER Milan, ITALY
|
|
Production
|
(h)Films Milan, ITALY
|
Credits
| Federica Ariagno |
AUGE HQ |
Executive Creative Director |
| Giorgio Natale |
AUGE HQ |
Executive Creative Director |
| William Tattoli |
AUGE HQ |
Creative Director |
| Veronica Ciceri |
AUGE HQ |
Art Director |
| Niccolò Bossi |
AUGE HQ |
Copywriter |
| Antonio Mitra |
AUGE HQ |
Copywriter |
| Federica Dordoni |
(h)films |
Executive Producer |
| Silvia Fazio |
(h)films |
Producer |
| Andrea Losa |
(h)films |
Editor |
The Campaign
How to communicate sustainability?
By making the communication sustainable itself.
We invited 21 famous artist to express their idea of sustainability using a special paint that, through light energy and air humidity, attacks and neutralizes polluting agents.
We also organized and event in all ikea stores, where the artists customed some ikea furnishing with the special paint. In the stores people partecipated to workshops and seminas dedicated to sustainability.
Creative Execution
We discovered a special special paint that, through light energy and air humidity , attacks and neutralizes polluting agents.
Then we invited ikea to bring back the color in the streets of our biggest home: the planet.
In the beginning of may 2016 we organized a sustainable street art event. To promote it we created a social campaign that included: posts, images, a viral video and landing page where people could appreciate the style of each artist and were invited to admire the artworks and partecipate to the event in all ikea stores.
The event took place in the beginning of June.
82.21 grams nitrogen oxide eliminated every day (the equivalent of pollution generated by hundred euro 6 cars).
plus 186% of sustainable products sold
plus 18% of visits to ikea website
plus 10% of customers in store
39 million media impressions
2.2 million people reached
An outdoor campaign entirely crafted by hand that not only brought back the colors in the 19 Italian cities, but it has also turned a love message for the planet in practical help against pollution.
Insights, Strategy and the Idea
We think that people must care about sustainability in they everyday life.
That's why we communicate a sustainable message using the most visible and accessible communication channel : street art.
To promote the event we used:
- 19 urban walls
- radio commercial
- viral video web
- banner and social campaign
- landing page