Campaign details
Agency: RAPPClient: IKEACampaign Name: IKEA The Sustainable Everyday
To encourage IKEA customers to live more sustainable lives at home and achieve a goal of 70 million sustainable changes in the UK by the end of 2021 was no mean feat: one change per UK individual, an ambitious target that would drive real change.
Strategy
As a leading furniture retailer it's IKEA's responsibility to protect the planet. The company committed to a global ambition to "inspire and enable 1 billion people to live more sustainably" by 2030.
But there's a fundamental dilemma for big...