Ikea gets real about why people discard its furniture to promote second-hand stores
Swedish retail giant Ikea hopes to give a new lease of life to unwanted furniture with the introduction of its second-hand stores.
Last year, Ikea Norway unveiled ‘The Trash Collection,’ which featured discarded furniture that was then upcycled in-store. This year it has taken it a step further and opened second-hand shops that buy back what you no longer need.
In the promo spot ‘The Life Collection 2022,’ viewers see various chairs, tables and drawers that have been discarded for different reasons. Perhaps there’s no longer room in the family home for them, the owner died or the business went bankrupt. It might seem a little bleak, but these are the realities of life.
“We wanted to show how we understand that furniture isn’t necessarily useful forever,” said Roberto Giannone, global marketing manager at Ikea. “Our new second-hand stores are needed because life happens, and we needed a more sustainable way of treating our furniture.”
Credits
Agency: Try
Creative team: Caroline Riis and Eirik Sørensen
Consultant: Trond Sandø
Project manager: Marte Heiersted
Designer: Jeppe Gjesti
Designer: Mats Mæland
Designer: Magnus Snickars
Designer: Dennis Magnus-Andresen
Designer: Tommy Lybekk
Designer: Marthe Solli
Adviser: Cecilie Helsvig
Graphic design: Elise Eik Ismar
Digital producer: Erik Teigland
Production
Agency: Aparent
Director: Kavar Singh and Niels Windfeldt
DP: Oskar Dalsbakken
Producer: Aleksander Aurdal
FAD: Laura Ugolini
Behind-the-scenes photography: Espen Saur
Gaffer: Levi Gawron
Props: Alexei Mokel
Costume: Karoline Austring and Isabella Mork
Casting: Hannah Foldøy
Production: Espen Saur and Alexei Moke
Edit: Henrik Pedersen
Online: Sindre Hammersbøen
Grade: Joakim Rissveds
Sound: Andreas Waag Martinse
Apollo
Music supervisor: Thore Garberg/Apollo Music
Song: Joe Tex – Hold What You’ve Got
Ikea
Client: Ikea Norway
Country marketing manager: Frode Ullebust
Country marketing communication manger: Tobias Lien
Marketing communication specialist: Kristin Berge Jahr
Media leader: Ulrikke Dahl
Online content specialist: Susanne Reinertsen
Online content specialist: Beverley Getz Ivin
Integrated media manager: Åse-Marit Christensen