Norway – The big-box retailer’s Trash Collection comprises reclaimed furniture that has been salvaged from the street and will be sold in a new second-hand store. Accompanied by a striking campaign created by Oslo-based agency Try, the adverts feature discarded Ikea items among piles of rubbish across Norway.
In addition to continuing Ikea’s efforts to become more sustainable, the campaign and its stark, anti-aspirational imagery are designed to raise awareness of the three million pieces of furniture thrown away each year in Norway. ‘Too much of our furniture end in the trash, and with this campaign we wanted to show how it doesn’t need to,’ says Tobias Lien, marketing communications manager at Ikea.
As such, the upcycled collection firmly establishes Ikea among a new generation of Second-hand Brands. By prompting consumers to think differently about the products they own and their lifecycle, the brand is demonstrating longer-term value of its homewares and promoting circularity.
Strategic opportunity
As the market for resale accelerates, brands have an opportunity and a responsibility to create new services that help consumers waste less
