THE TRASH COLLECTION 2021

Short List
TitleTHE TRASH COLLECTION 2021
BrandIKEA
Product/ServiceIKEA 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
Credits
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.