Creative work often benefits from starting at the extremes. So when Ingka Centres commissioned Frosting to design a sustainability campaign, the first thought was: if the retail industry was serious about sustainability, it would wind itself up.
This was not on the cards, any more than manufacturing, transport or showbusiness would just close up shop overnight. So what do we do? We help each other!
No one can do everything, but everyone can do something, as they say. And as it turns out, Ingka Centre’s seven shopping centers adjacent to IKEA stores in the Nordics are taking their sustainability efforts very seriously and doing a lot. Behind-the-scenes waste sorting is massive and their new investments are characterized by environmental awareness.
The sustainability campaign would highlight this but also inspire visitors to make sustainable choices – both in the stores and in their own everyday lives. Reaching such a large group of people with sustainability communication was a golden opportunity to remind them that all the little things we do, at home and at work, matter. Acting sustainably on a small scale has a big impact when there are many of us. This is the main message of the campaign:
Small small things. For something much bigger.
Shop and act sustainably.
The project team at Frosting consisted of Annelie Thorsell, project manager, Håkan Norberg, copywriter and Anders Björk, AD.
