THE TRASH COLLECTION 2021
Title | THE TRASH COLLECTION 2021 |
Brand | IKEA |
Product/Service | IKEA FURNITURE |
Category |
D08. 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
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 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.