The Trash Collection
IKEA
Issue 60 | September 2021
Agency
Try
Creative Team
Caroline Riis, Eirik Sørensen Designers Jeppe Gjesti, Mats Mæland, Magnus Snickars, Dennis Magnus-Andresen, Tommy Lybekk, Marthe Solli
Production Team
Project manager Marte Heiersted Digital Producer Erik Teigland Production Company Aparent Directors Kavar Singh & Niels Widtfeldt
Other Credits
Account director Trond Sandø Client Marketing Manager Frode Ullebust Marketing Communication Manger Tobias Lien Marketing Communication Specialist Kristin Berge Jahr Media Leader Ulrikke Dahl Online Content Specialists Susanne Reinertsen, Beverley Getz Ivin Integrated Media Manager Åse-Marit Christensen
Date
June 2021
Background
Every year in Norway alone, over 3 million pieces of furniture are thrown away. Many of them are from IKEA. The furniture chain has chosen to address this in their new campaign, where real IKEA furniture has been found and recovered.
Idea
IKEA wanted to show just how little it takes to give old furniture new life. They found actual IKEA products that had been abandoned. A ‘Billy’ bookcase in a garbage tip, a ‘Franklin’ stool in a dumpster, a ‘Hemnes’ table discarded by the railway track. The miserable items were collected and renovated, given a spare part or two and a wash and were then put up for sale in IKEA second-hand stores and on IKEA.no, where readers could find out about each piece and what it took to make it as good as new.
Results
Unknown as yet.
Our Thoughts
IKEA’s drive for greater sustainability seems to be more than a passing whim. In Issue 58 we wrote about Edelman London’s Black Friday campaign, when IKEA offered to buy back their own furniture for 50% of its original purchase cost. Now IKEA Norway are helping people sell their old furniture if they don’t want to restore it and keep it.
Today, with all the challenges facing the environment, companies can either be part of the problem or part of the solution. Being part of the solution builds brand equity.