Anomaly Amsterdam’s “Accidental Environmentalists” spearhead IKEA climate change campaign

IKEA is entering the climate change lists with a new platform from Anomaly Amsterdam – ‘A Better World Starts At Home’ – and a global campaign hymning “Accidental Environmentalists,” showing how the most unlikely individuals can help same the planet without realising it.

IKEA says it’s trying to help one billion people live better lives “within the limits of the planet” by 2030. IKEA has committed to using only renewable and recycled materials in its products by 2030, sourcing only recycled or renewable wood by 2020 and producing as much renewable energy as it consumes by the same date.

Christiana Figueres, former executive secretary of the UN Framework Convention on Climate Change (UNFCCC) tweeted: “We have the solutions, let’s figure out how to apply & scale them to address some of the world’s biggest challenges. What IKEA does influences the way people think.”

It does indeed. Was wondering the other day when IKEA was going to bite the bullet and enter the home deliver market. Maybe it can’t now – think of all those emissions.

Anomaly is good at these big picture campaigns and Accidental Environmentalists are a handy way to take preachiness out of the debate.

MAA creative scale: 8.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.