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Category
Editorial / Books
Annual ID
OS22_DE068M
About the Work
The kitchen is the most wasteful room in the home, where we waste water, electricity, and food. Food waste is a global problem contributing to the climate crisis, and 1.3 billion tonnes of food are thrown away every year - food that could have been eaten.
The IKEA ScrapsBook was designed for anyone that wants to practice sustainability in their homes, but may not know where to start. We created it in collaboration with 10 chefs across North America, including Top Chef Canada’s Trevor Bird and up-and-coming restaurateur Adrian Forte. The cookbook is filled with 50 recipes that span across cuisines dedicated to cooking with the bits of food you’d usually think of as waste or compost like carrot tops, banana peels, wilting greens, and old beans.
The limited-edition book itself was designed to be compact, functional, and simple—just like IKEA’s design principles. We collaborated closely with print producers and printers to determine the lowest possible footprint in methods and materials we could use to design the book. We prioritized sustainable materials, like FSC and Green-E certified post-consumer recycled paper, 100% recycled chipboard, and solvent- and chlorine-free inks. We used UV printing and chose to forego traditional finishes like gloss or embossing to keep our carbon footprint to near-zero. Finally, exposed-stitch binding kept the usage of glue to a minimum in order to ensure the book itself could be recycled easily.
In addition to physical copies of the book, the e-book version was available free on IKEA.ca. The book also lived as a full 360 digital campaign. Photography was used to post recipes on our social channels and we used Instagram to turn the ScrapsBook in a cooking show airing each Sunday titled - Scrapcooking Sundays.
After the IKEA ScrapsBook launched, people all over the world downloaded it and it became #1 and #2 cookbooks on Apple Books (English and French respectively). It immediately generated buzz and was featured on Fast Company, NBC, the Chicago Tribune, and many more. Within the first two weeks of launch, we earned more than 13 million social impressions, 220 million media impressions and 36,000 downloads of the ebook.
The IKEA ScrapsBook was designed for anyone that wants to practice sustainability in their homes, but may not know where to start. We created it in collaboration with 10 chefs across North America, including Top Chef Canada’s Trevor Bird and up-and-coming restaurateur Adrian Forte. The cookbook is filled with 50 recipes that span across cuisines dedicated to cooking with the bits of food you’d usually think of as waste or compost like carrot tops, banana peels, wilting greens, and old beans.
The limited-edition book itself was designed to be compact, functional, and simple—just like IKEA’s design principles. We collaborated closely with print producers and printers to determine the lowest possible footprint in methods and materials we could use to design the book. We prioritized sustainable materials, like FSC and Green-E certified post-consumer recycled paper, 100% recycled chipboard, and solvent- and chlorine-free inks. We used UV printing and chose to forego traditional finishes like gloss or embossing to keep our carbon footprint to near-zero. Finally, exposed-stitch binding kept the usage of glue to a minimum in order to ensure the book itself could be recycled easily.
In addition to physical copies of the book, the e-book version was available free on IKEA.ca. The book also lived as a full 360 digital campaign. Photography was used to post recipes on our social channels and we used Instagram to turn the ScrapsBook in a cooking show airing each Sunday titled - Scrapcooking Sundays.
After the IKEA ScrapsBook launched, people all over the world downloaded it and it became #1 and #2 cookbooks on Apple Books (English and French respectively). It immediately generated buzz and was featured on Fast Company, NBC, the Chicago Tribune, and many more. Within the first two weeks of launch, we earned more than 13 million social impressions, 220 million media impressions and 36,000 downloads of the ebook.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Rethink
Client / Brand
Ikea
Production Company
Fuze Reps
Music / Sound Production Company
Vapor Music
Post Production Company
R+D Productions
Art Director
Dorota Pankowska
Copywriter
Justin Santelli
Chief Creative Officer
Aaron Starkman
Creative Director
Joel Holtby
Jake Lim
Designer
Erin Struble
Editor
Leigh O’Neill
Executive Creative Director
Mike Dubrick
Executive Producer
Nicole Gomez
Photographer
Maya Visnyei
Strategist
Sean McDonald
Shereen Ladha
Stacy Ross
Account Director
Daniel Riggi
Account Manager
Megan Christopher
CMO
Johanna Andren
Director of Brand Marketing
Lena Dukic
Food Stylist
Claudia Bianchi
Group Account Director
Sarah Riedlinger
Marketing Communications Specialist
Jordan Sequeira
Photo Retoucher
Lisa Hordyk
Studio Artist
Brad Kumar
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