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 the same spirit to final yr’s initiative, this one makes an attempt to save lots of and repurpose previous furnishings that’s not wanted. Nevertheless, this time round, the furnishings shouldn’t be coming from the trash, however instantly from individuals’s properties, with Ikea shopping for objects again from homeowners.
As instructed by the title of the marketing campaign, Ikea understands that consumers usually don’t wish to preserve each piece of furnishings endlessly and, provided that life is a rollercoaster, these things can develop into undesirable as a consequence of a wide range of causes. Within the brief marketing campaign movie, directed by Kavar Singh and Niels Windfeldt, these causes embody dying, 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 subject of waste. As one of many world’s greatest consumers of wooden, it has confronted criticism up to now 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 strategy to landfill is from reasonably priced retailers akin to Ikea. With many consumers unwilling to search out correct methods of recycling their previous housewares, and with the slew of environmental crises that we at present face solely worsening, it’s extra necessary than ever to encourage round programs akin to this one.
Commenting on the initiative, Ikea international advertising supervisor Roberto Giannone says: “Our new second-hand shops are wanted as a result of life occurs, and we wanted a extra sustainable manner of treating our furnishings.”
Credit:
Company: Attempt
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
