A group of five students from MADS school of advertising in Moscow have created a campaign containing fake IKEA toys to tackle the ever growing issue of single use plastic. The students created the campaign for furniture giant IKEA, in the hopes to encourage larger companies and brands to step up and be vocal within the fight against single use plastics. The toys, including a sea turtle trapped in the plastic that surrounds a six pack of canned drinks, have been designed by the MADS students to bring attention to the increasing issue surrounding the use and disposal of plastics.

The toys within the campaign resemble several stuffed animals that IKEA already stocks and sells within their ranges. The potential campaign therefore aims to bring awareness, especially to younger generations, to how our use of plastic is affecting the ocean environment. 

Plastics amount to 80% of the dumped rubbish in the ocean, its impact on the ocean, it’s environment and its inhabitants is horrific. In 2016, the global population produced over 320 million tons of plastic – this is imagined to double by 2034 (SAS). 

IKEA already focuses much of their branding and ethics towards sustainability, from the food they serve, the lightbulbs they sell and the materials they use for their products. IKEA even states that as a brand they aim to “contribute to a world without waste and enable people to make more sustainable choices”. It is no surprise the Moscow students felt the furniture icon should encourage more campaigns like this as the brand have already started phasing out single use plastics from their home furnishing range (and within their in house restaurants and cafes). By 2030 IKEA hopes to have all plastic used within the IKEA home furnishing range based on renewable or recycled materials. 

This campaign has taught us no matter who you are, even if you are a student, smart branding and smart marketing can be your big break and attract a lot of attention! These five students were able to take a concept and a brand name and now they have hundreds, if not thousands, of articles written about their campaign, supporting them and encouraging IKEA to go ahead and turn it from an unofficial campaign to an official one! Branding is key! Their idea was simple and informative, making it effective. Due to the huge focus on the environment in recent years it is no surprise that this campaign was a huge hit, even if IKEA didn’t come up with it themselves.

We are loving this creative and informative unofficial campaign. The campaign itself seems to have the right balance between subtle hints and tackling the raging issue surrounding plastic. As well as this, it is such a great way to educate the younger generations on the importance of sustainability, in ways that are easy to understand and not too overwhelming. 



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