The One Show

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2022 One Show - Public Relations

Buy Back Friday

Agency Edelman / London + Ingka Group / The Hague

Client IKEA


Events & Experiential

Annual ID


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



Edelman / London

Client / Brand

Ingka Group / The Hague

Art Director

Sabine Stromsky


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


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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