IKEA SUSTAINABLE CATALOGUE
| Title | IKEA SUSTAINABLE CATALOGUE |
| Brand | IKEA BELGIUM |
| Product/Service | FURNITURE |
| Category |
A02. Corporate Responsibility |
|
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
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Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
|
Media Agency
|
INITIATIVE Brussels, BELGIUM
|
|
Production Company
|
WHO KILLED JOE? Brussels, BELGIUM
|
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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 |
The Campaign
The catalogue is IKEA’s most important business driver.
The IKEA catalogue is the most widely distributed publication on Earth and highly popular amongst fans of home design. To celebrate the arrival of the new catalogue, IKEA wanted to fill up their stores with brand enthusiasts and generate positive awareness.
Turning the old catalogue, into a beautiful eco-design object for the home.
IKEA personally invited customers to bring last years’ catalogues to a nearby IKEA store.
Upon arrival with their catalogue, the shredded pages became the filling of Kuss pillows designed by Charles Kaisin.
The Brief
For the graphic pattern of KÜSS, 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.
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.
Execution
Turning the old catalogue, into a beautiful eco-design object for the home.
IKEA personally invited customers to bring last years’ catalogues to a nearby IKEA store.
Upon arrival with their catalogue, the shredded pages became the filling of Ku?ss pillows designed by Charles Kaisin.
IKEA fans and design bloggers went crazy for it. Store traffic increased by 14% during the launch, and on D-Day sales increased 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 Strategy
The IKEA catalogue is the most widely distributed publication on Earth and highly popular amongst fans of home design. To celebrate the arrival of the new catalogue, IKEA wanted to fill up their stores with brand enthusiasts and generate positive awareness. Consumers were asked to bring along their old catalogue to the store and received a freshly recycled KUSS pillow in return.
IKEA launched the initiative via their owned media and sent DM with a preview of the KUSS cushion to highly targeted bloggers and influencers.