IKEA SUSTAINABLE CATALOGUE
| Title | IKEA SUSTAINABLE CATALOGUE |
| Brand | IKEA BELGIUM |
| Product/Service | FURNITURE |
| Category |
A04. Use of Merchandising/in-Store Experience |
|
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 |
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 Küss 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
Campaign Success
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.
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 Küss pillows designed by Charles Kaisin.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.