Samar Singh

Copywriter: David+Martin MUNICH/

TBWA CHIAT DAY NY/ DDB BERLIN

About

Work

RECOGNITION

Ikea – The Climate Change Collection

 

Climate change has been the last decade’s defining issue. But still, 41% of Americans don’t see climate change as a serious threat. Our solution: a furniture line that is designed to survive the long-term effects of rising sea levels. Ikea brings Climate Change to the living room so we can change the way we are living.

Case study

To tease our new range, we coded the Ikea page to show how the current line of products would fare in extreme weather.

We then launched the line through Prints & OOH.

Also, social media and AR.

Visitors to the store and the site were encouraged to sign up for a free home energy audit – a move that can lower our carbon footprint considerably.

We also made water globes so people could take the collection home, with all proceeds going to the Green Climate Fund.

And then we did the unexpected. We opened the Ikea Climate Change room, inviting climate skeptics and influencers to actually live in the bleak future for 24 hours straight.

Their stay was broadcasted live for the world to see.

Credits: Abdelrahman Galal (Art Director), Yamen Ibrahim (Art Director), Paul Carrera (Tutor), Marc Vosshall (Tutor).
Awards: One Show ADC – Bronze, The Webby Awards – People’s Voice Winner 2020, The International ANDY Awards – Gold, Golden Award of Montreux – Gold, New York Festivals – Bronze, ADC Germany – Silver