Title | ANOTHER PLANET |
Brand | IKEA RUSSIA |
Product/Service | HOUSEHOLD GOODS, FURNITURE |
Category |
G07. Corporate Purpose & Social Responsibility |
Entrant
|
IKEA RUSSIA Moscow, RUSSIA
|
Idea Creation
|
JSC INSTINCT Moscow, RUSSIA
|
Credits
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