02 APR 2021
5 MIN READ
Spring has sprung which means the outdoors are suddenly a lot more appealing than they were during winter. With most of us still living that lockdown life, the good weather that’s being teased is a kind reminder of the better days to come.
Brands are seeing this new season as a good opportunity to encourage people to be green; whether that’s a greener lifestyle or just getting in touch with your green fingers.
Taking joy in the small things
Over the last year, many have embraced the idea of hygge, taking joy in the small things as we hunkered down in candlelit rooms, blocking out the outside stresses. With the change in seasons and the advent of spring, Ikea has launched a new campaign that celebrates the Swedish concept of lagom. It promotes the idea of having just enough or a lack of excess. Their new ‘ScrapsBook’ helps readers to reduce waste by cooking with what might otherwise throw out. The message carries a strong environmental message, backed with a balletic advert that seemingly showcases every kitchen item they sell. No food waste is very lagom, but have you got all the right Ikea kitchen products to do it?
The good life with B&Q
B&Q have bid winter adieu and declared that “We Will Grow Again”! Their new ad, which is the next in the series of their “Build a Life” campaign, shows people waiting for the sunnier days to return and reiterates the lesson nature teaches us every year: the good stuff will always come through if you plant it. Research from the brand found that 86% of British homeowners embraced DIY during the pandemic, more than a quarter (27%) put their efforts into gardening. So get those green fingers out and let's embrace Spring!
Ideas that could change more than just advertising
Sky is launching an advertising fund worth £2M in order to support climate-conscious brands. The fund, called “Sky Zero Footprint Fund’ is open to brands, as well as creative and media agencies. The most powerful idea will be awarded £1M in ad support, with 4 runners up getting £250k each. GroupM’s very own Karen Blackett will be serving as a judge and the headline winner will be revealed in October.