While thousands of young people are striking and protesting against Climate change, brands are starting to realise that if they want the next generation to buy their products, they need to work towards becoming more sustainable. Based on this insight, Gémina Gil Flores and Jemma Burgess, an award-winning female creative team, freshly graduated from the School of Communication Art In London, have created a student campaign for Ikea called “Wonderful for everyone”. The idea is to repurpose Ikea’s packaging to turn it into insect and animal houses instead of throwing it away after building your furniture. They created a series of little houses called “BËE”, “HEDGEHÖG” and “BÏRD”, in reference to the famous Swedish way Ikea names its furniture. People will be able to build little houses thanks to the instructions directly drawn on the cupboard. To make sure the houses will survive across time and rain, they thought of including a little roof made out of the famous recycled Ikea blue bag. A new home for you, a new home for a little someone else.
This student campaign titled 'Wonderful for Everyone' was published in United Kingdom in October, 2019. It was created for the brand: IKEA, by ad school: School of Communication Arts. This Integrated medium campaign is related to the House, Garden industry and contains 5 media assets. It was submitted over 4 years ago by Creative Art Director : Gémina Gil Flores of McCann London.
Advertising School: School of Communication Arts, London, UK
Art Director: Gémina Gil Flores
Copywriter: Jemma Burgess