The Drum Awards for Marketing - Entry Deadline

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Client: Ikea
Date: Jun 2021
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Taking viewers on a tour of landfill, dumpsters and flytipping sites the retailer concludes with The Trash Collection 2021, a selection of reclaimed furniture saved from the local tip.

The Swedish big-box brand is pulling no punches in facing up to its environmental responsibilities with a hard-hitting video highlighting the mounting impact on the environment of discarded furniture.

Across Norway alone it is estimated that around 3m items of furniture are thrown out every year, many of which originate from the blue and yellow gates of Ikea.

Accepting that honesty is the best policy the retailer has unveiled The Trash Collection 2021, an attempt to repurpose unwanted furniture for more environmentally minded shoppers. Reconditioning actual Ikea furniture the campaign shows how one man's trash can be another's treasure when reconditioned and given a clean for sale in their second-hand stores.

Articulating the need for action marketing communications manager Tobias Lien said: "Too much of our furniture end in the trash, and with this campaign, we wanted to show how it doesn’t need to. Often, the products are just fine or maybe they just need a few small spare parts. To show how little it takes, we have therefore collected some of them and given them a second chance at Ikea."

Marketing manager Frode Skage Ullebust adds: "An important part of our responsibility is to launch new services that help our customers throw less. I must admit that it hurts a little to see our furniture presented in this way, but at the same time, I think it has become a very honest and beautiful way to get people to reflect."

Acknowledging that it must do more to shape consumer behaviour Ikea has been seeking ways to discourage our throwaway culture by introducing a buy-back option for unwanted furniture as well as a free spare parts service to extend the lifespan of products.

Developed by Try the evocative footage is set to Joe Tex - Hold What You’ve Got. Warming to its theme Ikea published a scrapbook illustrating how kitchen waste can be turned into tasty treats earlier this year.