IKEA - Add Sustainability [2015]
Most people want to live more sustainably, however there is a perception that this practice is inaccessible and expenisve.
To change this, we demonstrated how IKEA can bring sustainability to the many in any home environment by empowering Australians to 'Add Sustainability' to our Instagram content in just one tap of the thumb.
How it works
Using Instagram’s tagging capabilities, we shared images of room settings that feature a ‘Tap to add sustainability’ prompt. Tapping the image redirected followers to a campaign account where a more sustainable version of that exact same room setting was featured.
