IKEA Proves That ‘Fortune Favors The Frugal’ In Eco-Conscious Campaign
Image via IKEA UK
IKEA UK encourages customers to embrace living in moderation in its latest advertisement titled Fortune Favors the Frugal.
Created by creative agency Mother London and directed by Tom Kuntz, the new advertisement aims to reposition the notion of being “frugal,” highlighting the benefit of being sustainable, as it serves people and the planet.
The spot opens with a meteor hurling through space and towards Earth. As it gets closer, the gigantic lunar rock turns out to be a tangled ball made of plastic junk, lightbulbs and other pieces of landfill.
Bits of the trash ball break off as people reduce waste, reuse items and recycle. The ball of rubbish becomes smaller when a mother puts away the lunch leftovers in a jar with bamboo lid, when a man pours the water used to wash vegetables in a herb pot and when a young girl collects a plastic bottle and puts it away in a special trash can to be recycled.
The campaign will also be supported by out-of-home advertisements featuring products to help consumers manage their environmental impact. IKEA will also promote items made from recycled materials, as well as highlight the energy efficiency of its flatpack distribution.
Kemi Anthony, marketing communications manager at IKEA, said, “Fortune favors the frugal encapsulates IKEA’s commitment to continue to adapt the business and inspire people to think differently about the benefits of living life of moderation over a life of excess. Small acts now will make a huge difference in years to come.”
Anthony also added that IKEA has designed all of its products to be “reused, refurbished, manufactured and recycled.” Other changes that IKEA has made include the introduction of plant-based meatballs and removing its non-alkaline batteries and encourage the use of rechargeable ones.
[via LBB Online, cover image via IKEA UK]
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