| Title | MADE OF STOCKHOLM |
| Brand | IKEA |
| Product/Service | SUSTAINABILITY |
| Category |
D04. Co-Creation & User Generated Content |
|
Entrant
|
SMFB Oslo, NORWAY
|
|
Idea Creation
|
SMFB Oslo, NORWAY
|
|
Production
|
SMFB Oslo, NORWAY
|
Credits
| 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.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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!
Explain why the method of promotion was most relevant to the product or service
This job is relevant for the Promo & Activation Category since the core of the idea is an activity aiming to make people collaborate with IKEA. We position IKEA as a sustainable brand, by inviting fans to take part, and actually make the products in our new collection for themselves.
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.