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
Promotional Items / Booklets / Books / Brochures
Annual ID
OS22_PT041M
About the Work
Our objective was to increase online visitation through attracting new consumers to the IKEA brand by shifting their current perceptions of the brand and getting them to view IKEA as a leader in sustainability.
With the launch of Repurposeful Instructions, IKEA did something radical to reduce its environmental impact. Instead of encouraging people to buy new, we showed the world how to upcycle their old IKEA furniture. We created official instructions on how to hack some of IKEA’s most iconic pieces, giving them new life and saving them from the landfill.
We created 12 sets of Repurposeful Instructions for popular IKEA products, published for download at IKEA.ca/Repurposeful. Products featured included a birdhouse made from BLANDA MATT salad bowls, a terrarium made from FABRIKOR glass cabinets, a beehive made from IVAR cabinets and a hanging garden made from IKEA’s famous FRAKTA blue shopping bags. Each instruction set indicates a recommended skill level, with most of the projects being suitable for beginners.
Repurposeful instructions saw a 6% lift in consumer belief in the brand’s positive impact on the environment, a 40% increase in site visitation, and a 75% increase in time spent on site. The campaign surpassed its target by 37% for downloads of the instructions from the IKEA website. We also saw a 32% increase in the sales of IKEA’s sustainable products.
With the launch of Repurposeful Instructions, IKEA did something radical to reduce its environmental impact. Instead of encouraging people to buy new, we showed the world how to upcycle their old IKEA furniture. We created official instructions on how to hack some of IKEA’s most iconic pieces, giving them new life and saving them from the landfill.
We created 12 sets of Repurposeful Instructions for popular IKEA products, published for download at IKEA.ca/Repurposeful. Products featured included a birdhouse made from BLANDA MATT salad bowls, a terrarium made from FABRIKOR glass cabinets, a beehive made from IVAR cabinets and a hanging garden made from IKEA’s famous FRAKTA blue shopping bags. Each instruction set indicates a recommended skill level, with most of the projects being suitable for beginners.
Repurposeful instructions saw a 6% lift in consumer belief in the brand’s positive impact on the environment, a 40% increase in site visitation, and a 75% increase in time spent on site. The campaign surpassed its target by 37% for downloads of the instructions from the IKEA website. We also saw a 32% increase in the sales of IKEA’s sustainable products.
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
Fort York VFX
Media Agency
Carat
Art Director
Michelle Budge
Copywriter
Jackson Byrne
Chief Creative Officer
Aaron Starkman
Creative Director
Joel Holtby
Designer
Brandon Methner
Editor
Taylor McWade
Executive Creative Director
Mike Dubrick
Executive Producer
Nicole Gomez
Photographer
Adrian Armstrong
Strategist
Shereen Ladha
Sean McDonald
Account Director
Hayley Kleynhans
Account Supervisor
Faizal Shaikh
VP Group Account Director
Karen Hrstic
Account Manager
Megan Christopher
Gabrielle Bergeron
Associate Account Director
Vanessa Coutinho
Audio Director
Ted Rosnik
Audio Producer
Lindsey Bates
CMO
Johanna Andren
CRM
Wunderman Thompson
Director of Brand Marketing
Claudia Mayne
Group Account Director
Sarah Riedlinger
Integrated Media Leader
Vanessa Herz
Marketing Communications Specialist
Ami Warrington
Carolyn Thrasher
Media Coordinator
Crystal Kim
Media Planner
Monalyn Quelnat
Online
James Marin
Online Content Specialist
Nadia Kassam
Photo Retoucher
Kevin Luc
Post Production Producer
Sarah Brooks
Yumi Suyama
Public Relations Leader
Lisa Huie
Studio Artist
Todd Bennett
Related Awards
