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thjnk BERLIN AND IKEA MAKE SUSTAINABILITY A MATTER OF COURSE

Updated: Aug 29, 2023

"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.


people setting in a restaurant and dinner is being served

"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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