Global furniture retailer, Ikea, has created a new campaign to raise awareness of its buy-back and refurbishment scheme. In its latest sustainability effort, the brand’s campaign features old Ikea furniture found in various trash piles around Norway. The campaign highlights where each piece of furniture was found, how it has been refurbished and its secondhand price compared with the original one.
Strong visual language
Ikea’s new campaign serves as a visual reminder to viewers of where their discarded furniture ends up. It is a simple and creative message that highlights why a straightforward repair or selling back to Ikea is a better option. Compared to Ikea’s previous campaigns which usually feature aspirational, on-trend furniture displays, the unpolished setting of this campaign is a stark contrast emphasising the less glamorous, but equally important side of their business.
Furniture is often a forgotten waste stream within the sustainability conversation. By showing the unglamorous repercussions of furniture disposal, Ikea is recognising its contribution to climate change and the disposable furniture movement. From here, the brand can now demonstrate the actions it’s taking to reduce its effects on the environment. It suggests authenticity and transparency – two very important and sought after attributes within a brand.
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