Following the Trash Assortment 2021, a marketing campaign and initiative that spotlighted Ikea furnishings which had been salvaged from the garbage and re-sold at its second-hand shops, the Swedish retailer has introduced the launch of the Life Assortment 2022.
In an analogous spirit to final 12 months’s initiative, this one makes an attempt to save lots of and repurpose outdated furnishings that’s now not wanted. Nevertheless, this time round, the furnishings is just not coming from the trash, however straight from individuals’s houses, with Ikea shopping for gadgets again from homeowners.
As instructed by the title of the marketing campaign, Ikea understands that patrons typically don’t need to maintain every bit of furnishings ceaselessly and, provided that life is a rollercoaster, this stuff can turn out to be undesirable as a result of a wide range of causes. Within the brief marketing campaign movie, directed by Kavar Singh and Niels Windfeldt, these causes embrace loss of life, sobriety, separation, childbirth, or just because a major different finds it “too cheesy”.
The Life Assortment 2022 marks one other step in direction of sustainability for the model, because it continues to deal with the widespread concern of waste. As one of many world’s greatest patrons of wooden, it has confronted criticism previously for unsustainable logging practices, and as such, has labored exhausting in recent times to enhance its credentials.
Equally, it’s no secret that a lot of the furnishings discovering its approach to landfill is from inexpensive retailers corresponding to Ikea. With many patrons unwilling to search out correct methods of recycling their outdated housewares, and with the slew of environmental crises that we presently face solely worsening, it’s extra essential than ever to encourage round techniques corresponding to this one.
Commenting on the initiative, Ikea international advertising and marketing supervisor Roberto Giannone says: “Our new second-hand shops are wanted as a result of life occurs, and we would have liked a extra sustainable method of treating our furnishings.”
Credit:
Company: Strive
Creatives: Caroline Riis, Eirik Sørensen
Designers: Jeppe Gjesti, Mats Mæland, Magnus Snickars, Dennis Magnus-Andresen, Tommy Lybekk, Marthe Solli, Elise Eik Ismar
Administrators: Kavar Singh, Niels Windfeldt
DOP: Oskar Dalsbakken
