| Title | Priorities |
| Brief | It’s easy to assume IKEA products are thrown away because they’re ”disposable”, but the reality is that life happens. You no longer need a crib when the kid outgrows it, and you don’t want your bed anymore after the divorce.We had to show that we know life isn’t always pretty, and that there is many good reasons behind unwanted furniture. We needed to show that we understand how furniture doesn't always last forever, but how it still deserves a new life at IKEA.The Life Collection 2022:We collected real discarded IKEA furniture in homes across Norway and turned them into a new collection at IKEA. Every brutally honest reason for why it was no longer needed was used in a disruptive print campaign – daring to also address the darker sides of life. The Life Collection 2022 was sold in every second-hand store across the country. |
| Agency |
Try Reklamebyrå
|
| Campaign |
The Life Collection 2022
|
| Advertiser |
IKEA
|
| Brand |
IKEA Second-hand furniture
|
| Posted | November 2022 |
| Business Sector | Home Appliances, Furniture & Gardening
|
| Story | For many years, IKEA has inspired people with fresh new trends and affordable new furniture. But in world that is growing in a dangerous direction, IKEA saw the need to adapt their strategy in order to make their business more sustainable. With their new second-hand stores, IKEA needed to talk to their customers in a way that makes it clear we understand that life isn’t always pretty, and that there is many good reasons behind unwanted furniture. |
| Media Type |
Print
|
| Art Director |
Eirik Sørensen
|
| Copywriter |
Caroline Riis
|
| Account Director |
Lars Mitlid
|
| Account Manager |
Marte Heiersted
|
| Designer |
Ine-Anett Ask
|
| Designer |
Mats Mæland
|
| Designer |
Thomas Fuglem
|
| Social Media Team |
Cecilie Helsvig
|
| Content |
Maria Riis Rasmussen
|
| Digital Content |
Camilla Sand
|
| Digital Design |
Vilde Dienso Skorpen
|
| Production Manager |
Grace Chavez Heide
|
| Production Company |
Aparent
|
| Director |
Niels Windfeldt
|
| Photographer |
Niels Windfeldt
|
