Brand: IKEA UK
Lead agency: Proximity London
In the face of greenwashing, IKEA wanted to play up its commitment to sustainability. Not easy amid rampant consumer cynicism.
IKEA's Live Lagom - from the Swedish lagomarbast meaning "the right amount is best" - was the ethos behind the programme.
It became an articulation of the retailer's philosophy towards sustainability.
But it also provided genuinely useful tips people could make in their homes.
IKEA launched the £0 Lagom Collection, a set of ideas for turning existing items into something else - instead of buying new products.