IKEA - "IKEA SUSTAINABLE CATALOGUE"

DDB Brussels

DDB Brussels Brussels, Belgium

Awards

17406

Brand: IKEA
Country: Belgium

Advertiser: IKEA

Title	IKEA SUSTAINABLE CATALOGUE
Agency	DDB Brussels
Campaign	IKEA SUSTAINABLE CATALOGUE
Advertiser	IKEA
Brand	IKEA
Date of First Broadcast/Publication	2015
Business Sector	Home Furniture
Philosophy	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.
Result	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.
Media Type	Print
Country External Communication Manager	Miguel Aguza
Executive Creative Director	Peter Ampe
Creative Director	Odin Saillé
Art Director	Antoinette Ribas
Art Director	Grégory Ginterdaele
Account Director	Francis Lippens
Account Manager	Kaat De Brandt
Account Executive	Astrid de Paep
Strategic Director	Dominique Poncin
Strategic Planner	Maarten Van Daele
Graphic Designer	Charles Kaisin
Studio	Coraline Barbé
Agency Producer	Brigitte Verduyckt
Production Company	Who killed Joe
Production Company	Gutenberg Networks
Production Company	Escape Event