MADE OF STOCKHOLM

ClientIKEA
Category A04. Retail, e-Commerce, Restaurants & Fast Food Chains
TitleMADE OF STOCKHOLM
Product/ServiceSUSTAINABILITY
Entrant SMFB Oslo, NORWAY
Idea Creation SMFB Oslo, NORWAY
Production SMFB Oslo, NORWAY
Credits
Name Company Position
Alexander Gjersoe SMFB Art Director
Hans Magne Ekre SMFB Copywriter
Nicklas Hellborg SMFB Graphic Designer
Nils Hausken SMFB Graphic Designer
Mari Engen SMFB Project Manager
Kristian Kristiansen SMFB Account Director
Sverrir Brynjòlfsson SMFB Editor
Jørgen Westerberg Stir Animation/Director
Øivind Lunde Stir Animation

The Campaign

Rather than bragging about IKEA´s own efforts on the field of sustainability, we decided to inspire people to make use of old IKEA products in new ways, instead of throwing them away or recycling. Our new collection consist of 18 new products, that can all be made by anyone at home, from the old IKEA carpet Stockholm.

Creative Execution

No method is stronger than a good example, so we did what we´re best at, designing new products, as a way of communicating sustainability in a playful and inspiring way.

Being an experiment, with a mission to inspire people to reuse their old stuff, it was important for us to also keep campaign costs at a minimum. The Made of Stockholm collection was only spread organically on Facebook, but still reached almost half a million people, in a country with a population of only five million. Even more important, it has generated lots of attention from the press, connecting IKEA + sustainability in a positive and fun way, in people's minds!

IKEA loves selling furniture, but we don´t like to see our products ending up as garbage. We wish for all our products to live long and useful lives. So we decided to do an experiment, and launch a brand new collection where all the products were made from old an old IKEA-product. No method is stronger than a good example, so we did what we´re best at, designing new products, as a way of communicating sustainability in a playful and inspiring way.