ANOTHER PLANET

TitleANOTHER PLANET
BrandIKEA RUSSIA
Product/ServiceHOUSEHOLD GOODS, FURNITURE
Category G07. Corporate Purpose & Social Responsibility
Entrant IKEA RUSSIA Moscow, RUSSIA
Idea Creation JSC INSTINCT Moscow, RUSSIA
Credits
Name Company Position
Roman Firainer Instinct Creative
Yaroslav Orlov Instinct Creative
Evgeniy Golovan Instinct Creative
Antonina Pirogova Instinct Creative
Anna Zakharova Instinct Strategic
Marina Vershinina Instinct Account
Irina Gornova Instinct Account
Kseniya Mikhailova Instinct Account
Tatyana Dmitrieva Instinct Production

Write a short summary of what happens in the film

People who lead sustainable lifestyles are perceived like some aliens, people from another planet. Maybe they really are little green men? However, they are from our planet, but they want the Earth to become another planet. The planet with a good ecology. IKEA believes that living a sustainable life is not an "alien" lifestyle. On the contrary, this is the norm. IKEA shares this intention and provides people with everything to make the Earth ANOTHER PLANET.

Please tell us how the brand purpose inspired the work

Sustainable living becomes more and more appreciated thing on the Russian market supported on all levels: public, governmental, mass media, celebrities, business, activists. However, it is more about the attitude and talks rather than actions Among more than 70% of Russians who feel worry about the environmental problems only 12% currently take any action for better planet. Those who take actions are still seen as strangers who live very unusual life sorting waste or purchasing recycled goods We need to change public opinion about the sustainability pioneers and inspire more people to join them in their sustainable living Stimulate more Russians to use IKEA solutions for sustainable living