Jeff Watkins
Design Director at HeyTiger
Toronto, Canadá
TituloThe Trash Collection 2021
Agência
Campanha The Trash Collection 2021
Anunciante IKEA
Marca IKEA
PostedNovembro 2021
Sector Empresarial Retalho, distribuição e cadeias de restaurantes
História Every year in Norway alone, over 3 million pieces of furniture are thrown away. Many of them from IKEA. As the champion of affordable products, IKEA furniture is therefore also seen as disposable - often ending up in the trash without good reason.So we addressed it head on. Through a brutally honest campaign, we went out and found real IKEA furniture that had been thrown away. We captured and collected actual IKEA “trash”; abandoned on the street, thrown at the dump and left behind at the beach. The furniture became an actual IKEA collection and the heroes of our campaign: The Trash Collection 2021. We gave the furniture a few spare parts and a wash, before putting them up for sale in IKEAs new second-hand stores - demonstrating how little it takes to give furniture a new life.
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