UK, Ireland – Ikea UK and Ireland has joined forces with London-based agency Mother for a new visual campaign rooted in the ‘the wonderful everyday’ and promoting savvy, humble and thrifty items saving energy, money and water or reducing food waste.
A collection of 11 short films will be circulated across the UK and Ireland, with some of them taking inspiration from Gen Z’s favourite short-form video formats, including outfit checks turned into ‘savvy checks’ and unboxing vlogs showcasing savvy products. Sarah Green, country marketing manager for Ikea UK and Ireland, said the campaign ‘is rooted in the insight that we can get as much joy when being savvy, as we do from being extravagant’.
Amid a cost of living crisis, brands have to adapt their storytelling to appear in touch with reality. In Retail-flation Responses, we analysed how retailers innovate to support consumers’ tightening purse strings due to inflation.
Strategic opportunity
Businesses targeting mainstream consumers should embrace the success of relatable content on social media and move away from the 2010s Insta-aspirational lifestyle to showcase more authentic narratives