IKEA
campaign / advertising / art direction / sustainability / academic projectIKEAJust one thing
Change starts with just one thing. And it costs very little.
A home sustainability campaign for IKEA built on a simple idea: change doesn’t start with a big decision, but with one single thing. And it costs very little.
IKEA wants to encourage a more sustainable life at home with affordable, attractive and simple solutions. The challenge isn’t convincing people that sustainability matters, but making it easy to actually do something.
People associate a more sustainable life with buying new products, spending more money and changing habits. That’s why the campaign doesn’t ask you to change your life: it asks you to change one thing.
- Sector
- Retail / Home
- Year
- 2026
- My role
- Art direction and graphic design
- Deliverables
- Creative concept
- Integrated campaign
- Out of home
- Social media
- Web
- In-store space
Insight
"I want to do something for the planet, but I don’t want to change my life."
Tension
We care about the global problem, but at home sustainability feels expensive, big and distant.
Idea
€10 isn’t the price of being sustainable: it’s the price of getting started.
ActivationThe campaign runs in three phases: inspire, enable and multiply.
Phase 01 · InspirePosters, billboard, street furniture and social media asking the same question: what can you change with €10?
Phase 02 · EnableA website and an in-store Sustainability Hub turn the idea into specific products.
Phase 03 · MultiplyOne seems like nothing. Millions is something else.
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