IKEA - "IKEA SUSTAINABLE CATALOGUE"

DDB Brussels

DDB Brussels Brussels, Bélgica

Prêmios

17439

Marca: IKEA
País: Bélgica

Anunciante: IKEA

Titulo	IKEA SUSTAINABLE CATALOGUE
Agência	DDB Brussels
Campanha	IKEA SUSTAINABLE CATALOGUE
Anunciante	IKEA
Marca	IKEA
Data da primeira Transmissão/Publicação	2015
Sector Empresarial	Mobiliário para o lar
Filosofia	Simply put, IKEA home furnishing is beautiful, functional and affordable. IKEA stores use the IKEA product range to create solutions that are relevant and affordable to consumers in their local market. These solutions contribute to how people live. And more importantly, to how they want to live. It is all about creating beautiful homes to love. Homes that make everyday life a little better.
Resultado	IKEA's KÜSS success is part of a commitment to "sustainable". Sustainability is often associated with constraints. The KÜSS is the opposite. Like IKEA makes design for everyone, the KÜSS is an ecological gesture for everyone. With this design idea that takes inspiration from everyday life, customers were able to feel "Recycling, made by IKEA" in a playful, practical and beautifully designed way. IKEA fans and design bloggers went crazy for it. Store traffic increased by 14% during the launch, and on D-Day sales in- creased by 18%. All of the cushions were picked up on day 1. IKEA doesn’t want this to be a one-off: the action will be repeated next year in a different form, creating an annual momentum. The IKEA catalogue is the most widely distributed publication on the planet. So when the 2016 catalogue was released, IKEA sought a way to recycle the old one and reduce its ecological foot- print. IKEA Küss is a beautiful pillowcase, designed by Belgian designer Charles Kaisin, filled with the shredded pages of the 2015 catalogue. You can now read the new catalogue, while resting your head on the old one.Insights, Strategy and the IdeaIKEA launched the initiative via their owned media and sent DM with a preview of the KUSS cushion to highly targeted bloggers and influencers. Mostly current IKEA fans and clients were invited to participate and come to the IKEA stores to collect their KUSS cushion.
Tipo de Mídia	Imprensa e publicações
Country External Communication Manager	Miguel Aguza
Director executivo criativo	Peter Ampe
Director criativo	Odin Saillé
Director de arte	Antoinette Ribas
Director de arte	Grégory Ginterdaele
Director de contas	Francis Lippens
Account Manager	Kaat De Brandt
Executivo de contas	Astrid de Paep
Strategic Director	Dominique Poncin
Planeador estratégico	Maarten Van Daele
Designer gráfico	Charles Kaisin
Studio	Coraline Barbé
Produtor da agência	Brigitte Verduyckt
Produtora	Who killed Joe
Produtora	Gutenberg Networks
Produtora	Escape Event