THE TRASH COLLECTION 2021
| Title | THE TRASH COLLECTION 2021 |
| Brand | IKEA |
| Product/Service | IKEA FURNITURE |
| Category |
D07. Corporate Purpose & Social Responsibility |
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Entrant
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TRY REKLAME Oslo, NORWAY
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Idea Creation
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TRY REKLAME Oslo, NORWAY
|
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Media Placement
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MEDIACOM Oslo, NORWAY
|
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PR
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TRY RÅD Oslo, NORWAY
|
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Production
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TRY OPT Oslo, NORWAY
|
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Production 2
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APARENT Oslo, NORWAY
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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 how the brand purpose inspired the work
IKEA wanted to take about their measures to become sustainable and 100% climate positive by 2030. But it’s hard to break through when you want to talk about sustainability, and 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 measures towards a more sustainable profile, we knew we first had to address the elephant in the room.
To change people’s perception of IKEA furniture as disposable, we made The Trash Collection 2021. We went out and found actual IKEA trash, then collected it and re-sold in our stores as a new collection.