The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Events & Experiential
Annual ID
OS22_PR009S
About the Work
Background:
IKEA makes durable furniture at affordable prices. It is also deeply focussed on sustainability, with a goal of becoming a circular company by 2030.
Actions already taken includge prioritising recycled and sustainable materials, introducing energy-saving and water-saving solutions for the home and using more plant-based foods into their restaurants.
Nevertheless, IKEA’s price-point and easy home-assembly means that it is still better known for its flat packs than for its sustainability credentials and vision.
Brief:
IKEA wanted a sustainability campaign that would make a ‘statement’ about sustainability and promote their credentials in that space.
Objectives:
• Help position IKEA as a leader in sustainability, recognised for its action and commitment
• Inspire and enable people to live more sustainably
• Inspire and lead transformational change in the business community
On Black Friday – a day of excessive consumption - IKEA did something radical, at an unprecedented global scale...
It started buying customer’s furniture back.
In 20 countries all over the world, from Black Friday onwards, IKEA customers could return their unwanted furniture to stores, in exchange for up to 50% of its original value. The second-hand furniture was then fixed up, displayed in-store and sold on to other customers at reduced prices. Any unsold furniture could be donated to charity or recycled, ensuring that nothing went into landfill.
• New pricing models for used IKEA furniture were devised.
• A new digital valuation tool was built and rolled out for consumers and staff, enabling purchase back and resale.
• IKEA in-store space was adapted to accommodate the receiving, handling, presenting and selling of the second-hand goods.
• 160,000 co-workers worldwide were onboarded through an internal program, training them on the circular economy and new business practices
An online film and TVC made the idea public and highly shareable. This then went out on owned platforms, social and to journalists and media outlets with the full press release.
Social media posts, print and outdoor pushed visibility of the initiative further.
2022 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Edelman / London
Client / Brand
Ingka Group / The Hague
Art Director
Sabine Stromsky
Copywriter
Oscar Muller
Creative Director
Martin Jon Adolfsson
Executive Producer
Lucie Hackman
Design Director
Steve Malkerty
Senior Producer
Cara Hickson
Associate Client Director
Claire Fraser
Campaign Project Leader
Irina Banciu
Campaign Unit Manager
Jessie Macneil-Brown
Campaign Unit Project Manager
Maria Binnelid
CCO EMEA
Mattias Ronge
Stefan Ronge
Chief Client Officer
Ruth Warder
Chief Sustainability Officer
Pia Heidenmark Cook
Client Lead & Senior Director
Chris Wilcocks
Director of Global Public Affairs & Advocacy
Simon Henzell-Thomas
Global Communication Manager
Olivia Ross-Wilson
Junior Project Manager
Stefania Basile
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