Ikea’s ‘Fortune Favours the Frugal’ dramatises the earth’s collision course with rubbish and waste

No Christmas ad from Ikea this year, but instead there’s a New Year campaign from Mother to promote Ikea’s sustainability credentials; in particular the new Buy Back scheme, where you can take back unwanted Ikea furniture in return for a voucher to spend in store (when stores eventually open).

“Fortune Favours the Frugal” is all about taking away the negative connotations of the word “frugal” and highlighting the benefits of being thrifty and sustainable. A giant meteor made of rubbish comes crashing towards earth, but it dissipates every time a person makes a choice that’s good for the environment, like recycling, upcycling, using LED light bulbs etc.

Kemi Anthony, marketing communications manager at Ikea, said, “[The campaign] encapsulates Ikea’s commitment to continue to adapt the business and inspire people to think differently about the benefits of living a life of moderation over a life of excess. Small acts now will make a huge difference in years to come.”

MAA creative scale: 8

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About Emma Hall

Emma Hall
Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.

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