IKEA SUSTAINABLE CATALOGUE
| Title | IKEA SUSTAINABLE CATALOGUE |
| Brand | IKEA BELGIUM |
| Product/Service | FURNITURE |
| Category |
E02. Well-being, Environmental Impact & Solution |
|
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
|
Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
|
Media Agency
|
INITIATIVE Brussels, BELGIUM
|
|
Production Company
|
WHO KILLED JOE? Brussels, BELGIUM
|
|
Production Company 2
|
GUTENBERG NETWORKS Brussels, BELGIUM
|
|
Production Company 3
|
ESCAPE EVENT Kampenhout, BELGIUM
|
Credits
| Miguel Aguza |
IKEA |
Country External Communication Manager |
| Peter Jongert |
IKEA |
|
| Peter Ampe |
DDB BRUSSELS |
Executive Creative Director |
| Odin Saillé |
DDB BRUSSELS |
Creative Director |
| Antoinette Ribas |
DDB BRUSSELS |
Art Director |
| Gregory Ginterdaele |
DDB BRUSSELS |
Copywriter |
| Francis Lippens |
DDB BRUSSELS |
Account Director |
| Kaat De Brandt |
DDB BRUSSELS |
Account Manager |
| Astrid De Paep |
DDB BRUSSELS |
Account Executive |
| Dominique Poncin |
DDB BRUSSELS |
Strategic Director |
| Maarten Van Daele |
DDB BRUSSELS |
Strategic Planner |
| Charles Kaisin |
|
Graphic Designer |
| Coraline Barbé |
DDB BRUSSELS |
Studio |
| Brigitte Verduyckt |
DDB BRUSSELS |
Agency Producer |
Brief Explanation
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.
The Brief
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 Ku?ss is a beautiful pillowcase, designed by Bel- gian 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.
How the final design was conceived
For the graphic pattern of Kuss, designer Charles Kaisin had to find an idea that used the concept of recycling paper. Kaisin explores the process of genese and the production of a geometric shape from the graphic symbol of the cellulose molecule.
Indication of how successful the outcome was in the market
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.