Title	THE TRASH COLLECTION 2021
Brand	IKEA
Product/Service	IKEA FURNITURE
Category	F08. Market Disruption
Entrant	TRY REKLAME Oslo, NORWAY
Idea Creation	TRY REKLAME Oslo, NORWAY
Media Placement	MEDIACOM Oslo, NORWAY
PR	TRY RÅD Oslo, NORWAY
Production	TRY OPT Oslo, NORWAY
Production 2	APARENT Oslo, NORWAY

Name	Company	Position
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

Please tell us how disruption in your market inspired the work

It’s hard to break through when you want to talk about sustainability. It’s even harder when you’re IKEA and people often see your furniture as disposable just because it’s affordable. Every year in Norway alone, 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. In order for IKEA to become credible for Norwegians when talking about their many measures towards a more sustainable profile, we knew we first had to address the elephant in the room. We knew we would struggle to talk about sustainable measures IKEA are taking, if people just see our products as low quality or easily discardable. We needed to change people’s perception of IKEA furniture as disposable - by adopting a completely new and honest way to talk about our products.