THE TRASH COLLECTION 2021
Title | THE TRASH COLLECTION 2021 |
Brand | IKEA |
Product/Service | IKEA FURNITURE |
Category |
D05. Cultural Insight |
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
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 |
Please tell us about the cultural insight that inspired the work
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. Because of IKEA's low prices, Norwegians tend to see their 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.
To make people think twice before throwing away furniture that could have a longer life, we made The Trash Collection 2021. We went out and found actual IKEA trash, gave it a wash and a few spare parts, and sold it as a new collection back at IKEA. The collection was heroed in a brutally honest campaign, with 10 different executions published to disrupt in newspapers and glossy lifestyle magazines.