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.
Category
Events & Experiential
Annual ID
OS22_PR018B
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: 9
Bronze Pencil
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
Creative Director
Lasse Vintersbølle
David Asmussen
Planner
Katrine Mehl
Account Manager
Christian Sørensen
Lærke Rygaard
Executive Client Director
Søren Brix
Influencer Manager
Caroline Rex
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