IKEA designs all its products from the very beginning to be repurposed, repaired, reused, resold, or recycled, generating as little waste as possible. All of their materials will be renewable and recycled, and all products will be circular by 2030?. However, only very few people know about it. In 2019, only 39% of them believed that the company has ethical business practices and produces in a sustainable way. A fact that, with the increasing importance of sustainability, also has an influence on the economic success of the brand. Our goal was to present IKEA as the sustainable company it is and to give it a credible as well as relevant role in the sustainability discourse.

Our message to all those who still believed that they could not afford to live sustainably was: Sustainability should not be a luxury. An attitude that was not just an appeal, but was credibly underpinned by us - by showing that sustainably produced lamps, bed linen or cereal bowls can also be bought with little money.

Two insights were crucial for us on the way to the Creative Idea. First, an insight that became even more important against the backdrop of the economic consequences of the Corona crisis: according to this, 54% of the people we asked in an online survey believed that only high earners can afford a sustainable lifestyle. And secondly: a truth deeply embedded in the brand's DNA, because if we look closely, IKEA has always been a democratic brand. Initially, because IKEA helped to free our households from the old stuffiness of days gone by – making good design accessible to many through a low price. Now, because the brand has become the democratizer of sustainability at home. With renewable and recyclable products at no extra cost. Following this strategy, we were able to target those who have always been the focus of IKEA's communication: the many people.

This message was communicated internationally through all channels. It was discussed through social media, spoken about in public satire shows and was further developed by political enviromental activists.

In the TV commercial a young, ordinary guy gives a blazing speech on climate change. He simply says what we're all thinking and reminds us that each of us can make a contribution. As he talks himself into a frenzy, we realize: the man works at IKEA. A man of completely conviction.

The motto, in Germany alone, was placed in 5,503 Out-Of-Home areas, various moving image variants and in countless owned media advertising platforms. The campaign was on air for two months from August in Switzerland, the Czech Republic, Austria and Germany.