THE TRASH COLLECTION 2021
| Title | THE TRASH COLLECTION 2021 |
| Brand | IKEA |
| Product/Service | IKEA FURNITURE |
| Category |
B03. Print & Publishing |
|
Entrant
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TRY REKLAME Oslo, NORWAY
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Idea Creation
|
TRY REKLAME Oslo, NORWAY
|
|
Media Placement
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MEDIACOM Oslo, NORWAY
|
|
PR
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TRY RÅD Oslo, NORWAY
|
|
Production
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TRY OPT Oslo, NORWAY
|
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Production 2
|
APARENT Oslo, NORWAY
|
Credits
| Eirik Sørensen |
TRY |
Creative |
| Caroline Riis |
TRY |
Creative |
| Trond Sandø |
TRY |
account Director |
| Marte Heiersted |
TRY |
Project Manager |
| Jeppe Gjesti |
TRY |
Designer |
| Kavar Singh |
Aparent |
Director |
| Niels Windfeldt |
TRY |
Director |
| Niels Windfeldt |
Aparent |
Photographer |
| Aleksander Aurdal |
Aparent |
Producer |
| Cecilie Helsvig |
TRY |
Advicer |
| Henrik Pedersen |
Aparent |
Editor |
| Frode Ullebust |
IKEA |
Country Marketing Manager |
| Tobias Lien |
IKEA |
Country Marketing Communication Manger |
| Kristin Berge Jahr |
IKEA |
Marketing Communication Specialist |
| Elise Eik Ismar |
TRY |
Graphic Designer |
| Erik Teigland |
TRY |
Digital Producer |
| Oskar Dalsbakken |
Aparent |
Director Of Photography |
| Laura Ugolini |
Aparent |
FAD |
| Joakim Rissveds |
Aparent |
Grade |
| Andreas Waag Martinsen |
Aparent |
Sound Engineer |
| Thore Garberg |
Apollo |
Music Supervisor |
| Susanne Reinertsen |
IKEA |
Online Content Specialist |
| Beverley Getz Irvin |
IKEA |
Online Content Specialist |
| Åse-Marit Christensen |
IKEA |
Integrated Media Manger |
| Ulrikke Dahl |
IKEA |
Media Leader |
| Alexei Mokel |
Aparent |
Props |
| Espen Saur |
Aparent |
Production |
| Bendik Ramm |
Try |
Editor/Motion Design |
Cultural / Context information for the jury
Norway is one of the wealthiest countries in the world. With an average annual income of €74.000, it’s easy for us to buy new things rather than re-use or take care of what we have. IKEA is Norway’s largest furniture retailer, and also the cheapest. Because of the low prices, Norwegians tend to see IKEA furniture as disposable. Every year, we throw away more than 3 million pieces of furniture. Which is a lot, when you think about the fact that we have a total population of 5,4 million people.
Tell the jury about the art direction.
The whole idea of the campaign was to treat real IKEA trash as a brand new collection. The art direction needed to let the trash shine as the stars of our ads, showing the ugly beauty of where they were found. At the same time, we wanted to elevate the pictures by treating them with the same respect as a new collection from IKEA would get. So we added a simple passe-partout, a collection logo, and minimised the long copy to not get in the way of the picture.