Anomaly’s Latest for Ikea Celebrates Unintentional Goth Environmentalists

By Patrick Coffee 

Going green doesn’t have to be a conscious thing. Or even a semi-conscious thing.

That’s the lesson we took from this recent effort for Ikea from Anomaly, which celebrates “everyday sustainability heroes,” or people who aren’t trying to make an example of themselves or get an AOC shout-out.

These people are very relatable. And the passive method is far less likely to turn less environmentally conscious consumers into proud polluters a la Donald Draper.


That was a great scene, wasn’t it?


Agency: Anomaly
Client: Ikea
Campaign: “A Better World Starts at Home”

Production Company: Newland
Director: Casper Balslev
Director of Photography: Sebastian Winterø
Executive Producer: Thor Brammer Jacobsen
Producer: Sandra Heavey
Editing House: Littlemachine (agent Artoffical Agency), Copenhagen
Editor: Peter Brandt
Colorist: Sofie Borup / Company 3, New York
Audio Mix: Alex Nicholls-Lee at WAVE Studios Amsterdam