The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Integrated

CIRKULÄR

Agency Hjaltelin Stahl / Copenhagen

Client IKEA

Category

Integrated Branding Campaign

Annual ID

OS22_IG025M

About the Work

90% of people globally wants to live more sustainable, but many of them are unsure what actions to take. So, they are looking for brands to help guide them with actions, products and solutions. Sustainability has been a core part of IKEA’s democratic design for decades. But as the world’s leading home furnishing brand, IKEA’s committed to drive change in the industry for the better, enabling and inspiring more than 1 billion people to live a more sustainable life at home. So, leading up to consumerisms darkest day, Black Friday, we presented the world with CIRKULÄR. A circular, sustainable service that lets people bring back their used furniture, so other can buy old instead of new. While being a sustainable initiative, it also showcases IKEA’s timeless and durable design. The campaign itself was also truly circular experience, with initiatives that played seamlessly together before, during and after Black Friday. First, we asked people to sell their used IKEA furniture back to us. And so they did. Before Black Friday, we received 155.000 pieces of furniture worldwide. Then, we restored and resold them at a discounted price in our new CIRCULÄR hubs. Today, CIRKULÄR is now a sustainable service in 28 countries, 365 days a year, driving both behavioral change and strengthening our brand worldwide

2022 Awards

Total Points: 3

Merit

Credits

Agency

Hjaltelin Stahl / Copenhagen
Marketsquare

Client / Brand

IKEA Denmark / Gentofte

Production Company

Pegasus Production / Copenhagen

Media Distribution Company

dentsu X

Copywriter

Christian Ryser

Chief Creative Officer

Adam Kerj

Planner

Katrine Mehl

Account Manager

Christian Sørensen
Lærke Rygaard

Brand Activation Strategist

Alexander Sekjær

Executive Client Director

Søren Brix

Influencer Manager

Caroline Rex

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