Catalogue 2020

The launch of the IKEA Catalogue has been a ritual renewed every year, and in this edition it took on an even deeper meaning, linked to the new role the home has assumed in our lives and to the brand’s ability to positively support people’s changing needs. From these premises, a strategic and communication platform was developed, presenting the Catalogue as a guide capable of making even what may seem impossible achievable, such as adopting sustainable living solutions with ease and without significant effort.

In the pre-launch phase, the concept came to life through a paradox: no one embodies the balance between sustainability and efficiency better than animals, naturally able to live in a perfectly sustainable way without consuming excessive resources. This led to a digital and social video strategy featuring a variety of “hairy” subjects.

The launch campaign, rolled out across print, OOH, digital and radio, highlighted iconic actions linked to new products that speak the language of sustainability: from plant-based meatballs matching the taste of traditional ones, to a special edition of the BILLY bookcase made from wood sourced from forests affected by the Vaia storm, to bedroom products made from cotton grown using sustainable methods with full respect for the environment.