Following the Trash Assortment 2021, a marketing campaign and initiative that spotlighted Ikea furnishings which had been salvaged from the garbage and re-sold at its second-hand shops, the Swedish retailer has introduced the launch of the Life Assortment 2022.
In the same spirit to final 12 months’s initiative, this one makes an attempt to avoid wasting and repurpose outdated furnishings that’s now not wanted. Nevertheless, this time round, the furnishings just isn’t coming from the trash, however immediately from individuals’s houses, with Ikea shopping for objects again from homeowners.
As urged by the title of the marketing campaign, Ikea understands that patrons usually don’t wish to maintain each piece of furnishings endlessly and, provided that life is a rollercoaster, this stuff can change into undesirable resulting from quite a lot of causes. Within the quick marketing campaign movie, directed by Kavar Singh and Niels Windfeldt, these causes embody dying, sobriety, separation, childbirth, or just because a major different finds it “too cheesy”.
The Life Assortment 2022 marks one other step in direction of sustainability for the model, because it continues to handle the widespread subject of waste. As one of many world’s greatest patrons of wooden, it has confronted criticism prior to now for unsustainable logging practices, and as such, has labored laborious in recent times to enhance its credentials.
Equally, it’s no secret that a lot of the furnishings discovering its strategy to landfill is from reasonably priced retailers reminiscent of Ikea. With many patrons unwilling to seek out correct methods of recycling their outdated housewares, and with the slew of environmental crises that we at present face solely worsening, it’s extra essential than ever to encourage round techniques reminiscent of this one.
Commenting on the initiative, Ikea world advertising supervisor Roberto Giannone says: “Our new second-hand shops are wanted as a result of life occurs, and we wanted a extra sustainable means of treating our furnishings.”
Credit:
Company: Attempt
Creatives: Caroline Riis, Eirik Sørensen
Designers: Jeppe Gjesti, Mats Mæland, Magnus Snickars, Dennis Magnus-Andresen, Tommy Lybekk, Marthe Solli, Elise Eik Ismar
Administrators: Kavar Singh, Niels Windfeldt
DOP: Oskar Dalsbakken
