"Naturally sustainable": In the current campaign, thjnk Berlin and IKEA encourage people to think about the environment, even if it may seem inappropriate or irrelevant at first glance.
"Now there must be no more excuses!" This opinion is heard more often when it comes to protecting the environment and acting sustainably. Far too often they exist - then it says: "Too expensive!", "Too complex!", "Too annoying!", "I have other worries!".
Because the topic is still so abstract and the problems associated with it seem so far away, many still find it difficult to act consistently and sustainably.
IKEA wants to change that and in the new campaign under the motto “Of course sustainable” encourages people to think about the environment even if it may seem inappropriate or irrelevant at first glance.
Stefanie Albert, Marketing Communications Manager at IKEA Germany: “Whether at home or on the go: you can contribute to more sustainability with your behavior everywhere. At IKEA, we have set ourselves the goal of using our products to help make this not only possible, but also a matter of course.”
Stefan Schulte, Managing Director Creation thjnk Berlin, adds:
“There are moments when sustainable action seems inappropriate or is not yet a matter of course. With this observation we want to encourage people to act sustainably.”
As in previous campaigns, thjnk Berlin took on the role of lead agency and was in charge of producing the communication measures for the entire DACH region. Four spots were created that give an insight into the everyday life of a family and in which the two fathers and their daughter prove again and again: sustainable thinking - and acting - has its place everywhere.
Starting this week, the video content will be widely used on TV, online and in social media. Zauberberg was responsible for the production, Frieder Wittich took over the direction.
Further integrated measures come from the IKEA agency pool:
MediaCom is responsible for classic and digital media planning and focuses on high-reach media. For this purpose, the spot is used both on TV and online video.
Publicis Sapient extends the campaign to social media and provides the DACH and CZ markets with lots of entertaining and practical ideas for a more sustainable home. Plan.Net Performance supports the campaign in the area of performance marketing (SEA, SEO, affiliate).
RESPONSIBLE ON CUSTOMER SIDE
Country Marketing Manager: Heiko Klauer
Marketing Comm. Manager: Stefanie Albert
Responsible Project Director: Immacolata Lidia Costantino
Responsible ikea.de: Sarah Scheurer
Responsible Social: Natanja Marija Grün
Responsible Media: Jan Kimpel. Sabine Pracht, Nico Städtler, Fariss Tajjiou
Corporate Communications: Denise Greiner
Interior Design Director: Michael Haas
RESPONSIBLE ON AGENCY SIDE thjnk BERLIN
Managing Director Creation: Stefan Schulte
Creative Director: Sabine Kuckuck
Creative Art: Stephan Nürge
Creative Copy: Benjamin Hänsel
Strategy Director: Stephan Friedrich
Managing Director Consulting: Hendrik Heine Client Service Director: Carolin Uppenbrock
Account Director: Stephanie Schmitz Producing: Benjamin Calcott, Carlotta Lansing
RESPONSIBLE ON PRODUCTION SIDE
Film Production: Zauberberg Productions GmbH
Executive Producer: Frank Siegl
Producer: Eva Strittmatter-Powers
Post Production: Zauberberg Productions GmbH
Post Producer: Nina Icks
Director: Frieder Wittich
DoP: Christian Rein
Editor: Marty Schenk
Styling: Simone Eichhorn
Make-up: Silke Zeitz
Facilities: Studio Bert
Musik: Benjamin Boleyn
Sound: Kraatz Studios GmbH
VERANTWORTLICH AUF AGENTURSEITE PUBLICIS.SAPIENT
Creative Direction: Britta Schöffler
Project Management: Ines Seitz
RESPONSIBLE ON PART OF PLAN.NET PERFORMANCE
General Manager: Markus Baumann
Account Manager: Christian Czasch
RESPONSIBLE ON PART OF MEDIACOM
Group Head Digital: Sarina Drexhage
AOR Media Lead: Nina Lemke
Media Consultant: Annalea Nickel
Junior Media Consultant: Kim Zimmerman
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