Challenge

IKEA previously launched “The Trash Collection 2021,” which featured real IKEA trash, and its honest approach delivered outstanding results. Building on this success, IKEA Norway was tasked with creating an international follow-up campaign. This campaign was part of a broader effort to communicate IKEA's goal of becoming 100% circular by 2030.


Solution

While the original campaign focused on IKEA furniture that ended up in the landfill, the follow-up campaign, “The Life Collection 2022,” explored the reasons people no longer needed their furniture. Working with the production company Aparant, TRY collected real furniture from various situations such as divorces, estates, new parents, and people simply tired of their old furniture.

 

The campaign aimed to show the many reasons why people let go of their furniture, alongside real, honest stories of the ups and downs that led to unwanted items. It also conveyed that furniture shouldn't, and doesn't have to, be thrown away for these reasons. The goal was to encourage people to give their furniture a second life by selling it to a new owner. The collected items were sold in IKEA’s Reuse Stores.

 

Results

Both “The Trash Collection 2021” and “The Life Collection 2022” delivered impressive results across various KPIs, including brand awareness, sustainability impact, and activation metrics. IKEA Norway’s campaigns were recognized globally by IKEA as "best practice."