There is nothing better than a global crisis – for example climate change – than that everyday people feel powerless.

Ikea Canada understands the temptation to put our hands in defeat in the face of rising sea levels and melting polar ice caps. But the retailer is instead asking each of us to work for a cleaner earth with a new campaign called “One Little Thing”.

The brand isn’t suggesting that a $ 3 Ryet LED lightbulb will reverse the global environmental situation. However, this is a start, according to a beautiful and upbeat 60-second commercial from longtime retail agency Rethink.

“One Little Thing” is a kindred spirit of the brand’s earlier work, particularly Lamp 2 and Stuff Monster. These ads promote recycling and other eco-friendly practices as core values ​​of the retail chain, which has switched to more sustainable materials, phased out single-use plastic and launched a sell-back program. It has also pledged to be a climate positive business by 2030.

With the ongoing slogan “Nice Opportunities”, the new ad offers a variety of on-trend activities that almost anyone can participate in, such as composting, air drying laundry on outdoor clotheslines, biking, gardening and installing solar panels.

It is about giving consumers concrete ways of solving a mountain problem and initiating a “green recovery”. The concept behind the ad is to redefine sustainability “from a monumental company to a series of small actions that any individual can take,” said Johanna Andren, Marketing Director at Ikea Canada.

Small changes add up

The ad, which was filmed over four days in Sweden, was choreographed to capture the action in rolling shots. Additional material and people were added in post production. Director Adam Berg and cinematographer Linus Sandgren purposely bring Ikea’s products outside of the store into a forest to enhance the atmosphere of nature.

“One Little Thing” is broadcast in several countries on television as well as on digital and social platforms. Out of the home, the focus will be on incremental changes such as using energy-saving blinds, caring for indoor plants and installing LED lights.

“We knew the challenge would be to find a way to visually show the power of the many without turning it into a boring and typical vignette ad,” said Dhaval Bhatt, creative director of Rethink. “So we took a cinematic approach to seamlessly show how the actions grow from one to the other.”