| Title | THE CYCLE |
| Brand | IKEA |
| Product/Service | IKEA |
| Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
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Entrant
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ÅKESTAM HOLST Stockholm, SWEDEN
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Idea Creation
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ÅKESTAM HOLST Stockholm, SWEDEN
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Idea Creation 2
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ÅKESTAM HOLST Stockholm, SWEDEN
|
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Idea Creation 3
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
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Production
|
BACON Copenhagen, DENMARK
|
Credits
| Rickard Beskow |
Åkestam Holst NoA |
Copywriter |
| Eva Wallmark |
Åkestam Holst NoA |
Art Director |
| Jesper Holst |
Åkestam Holst NoA |
Art Director |
| Mark Ardelius |
Åkestam Holst NoA |
Copywriter |
| Jerker Winther |
Åkestam Holst NoA |
Planner |
| Leila Widgren |
Åkestam Holst NoA |
Agency Producer |
| Kjell Månsson |
Åkestam Holst NoA |
Account Director |
| Anna Nollendorfs |
Åkestam Holst NoA |
Account Manager |
| Martin Werner |
Bacon A/S |
Director |
Write a short summary of what happens in the film
Bringing stuff to the recycling station can be a hassle. And sometimes, people ask themselves if it’s worth it. In this film, we get to follow a man in a home as he is collecting empty cans, glass bottles, plastic, cardboard to bring it to the recycling station. It’s not an easy ride and he struggles hard. After a huge effort, he reaches the station where he gets rid of the material. Later as he arrives back home with groceries the son finishes a drink and puts the plastic bottle into the bin that the father just emptied. The graphic says “A little tough, but worth it”. We then see products in the kitchen that have been made from recycled material. Showing that the work people put in is worth it since it is possible to use the material to create new products, without wasting the planet's recourses.
Cultural / Context information for the jury
This film is made for the Swedish market. In Sweden, it’s very common that people collect and sort their household waste to bring it to the recycling stations. It’s a household chore that people do several times a month.
It’s also a common discussion whether or not it makes any difference to the environment and if it’s worth putting in the work and time doing it. With this film, IKEA shows that it is worth it since IKEA can use recycled material to create new products. Without wasting the planet's recourses in an unnecessary way.