
Inclusive brands: Ikea and the ThisAbles project
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This post highlights one of the reasons why Ikea is one of my favourite brands: it is inclusive, its aim to “create a better everyday life for as many people as possible” is true. In fact I just discovered [with a bit of a delay, I have to admit] Ikea's project named ThisAbles, a project that the furniture brand has developed in collaboration with Milbat and Access Israel in order to allow people with special needs to completely enjoy its products. Read more to know how.

Save the children Christmas jumper day [Friday 13th December]
I didn't know, but apparently in the UK as in the US one of the Christmas fashion must haves is an ugly quirky possibly knitted jumper to wear at special occasions before the winter holiday such as University and Business Christmas parties or more specific “ugly Christmas sweater parties”. Since 2012, Save the children” have contributed to the spread of this silliness organising their “Christmas Jumper Day”.

Ibis and the odd direct marketing
I couldn’t stop myself bringing this direct marketing campaign to your attention, even if I tried to forget about it and postpone it, but this is so odd and sort of funny, at the end I’ve decided to give in and share. Ibis, the famous hotel chain, in order to create awareness for one of their value added services – the Ibis business card – has created a very special offer for customers that own the card. Suspense.

Art in your pocket
Missing holidays and all the art you could experience during your trips? Thanks to Paperwallet now you can bring a piece of art every day in your pocket and – most importantly – make good use of it. Here is the advertising campaign for the business and product idea behind the brand Paperwallet.

Take a coffee with your neighbour [Tim Hortons]
Is everyone back from holiday? My blog is! As a good purpose for this restart of the year, I’ll follow the advice of Tim Hortons advertising campaign and take a coffee more often with one of my neighbours. The coffee brand have organised a social experiment in Canada using the “coffee’s power” and its brand experience convincing neighbours to “properly” meet and chat for the first time. The result is fantastic.

Marmite lover or hater
Since I moved to the UK – more than 3 years ago, actually – I’m always hearing about Marmite, but I’ve never had the courage to taste it, I don’t know exactly why [probably because the colour doesn’t appeal to me at all], but I know here it’s a sort of must-have of the kitchen, as important as a kettle to embrace the British culture. Anyway, I’ve always been curious about it and now I’ve discovered this funny advertising campaign that helps me better understand the success of this peculiar product.

Diversity in supermarket
In recent years the world seems to have gone mad and many countries – including UK and Italy, unfortunately – have developed “attitudes” that are not very inclusive towards diversity, be it in terms of gender, origin or lifestyle. I was looking for a good example able to show the reason why those “attitudes” are profoundly wrong and absurd when I bumped into the powerful ambient marketing activity organised some months ago by Edeka, a German supermarket chain. Curious? Read on!

Life translator
Wouldn’t it be amazing if we could have a sort of translator for all those situations in which it is quite difficult to understand specific jargon or simple subtexts in a discussion? Quicken Loans claim to have created an app that helps with mortgage understanding and they have launched their product using a very appealing and empathetic advertising campaign.

Wash your hands… and your book
Angfa, a Japanese soap company, has had an admirable and sophisticated idea. In order to communicate the importance of hygiene and in particular of washing hands to the children of Cambodia, they’ve created a very special book for them.