The problem? While IKEA is constantly pushing its values of sustainability, customers perceived their furniture as disposable. And with shocking stats showing that in Norway alone, over 3 million pieces of furniture ended up in landfill, they knew they needed a message to drill home this grim reality.
So they created The Trash Collection – an upcycled range of products made out of actual IKEA trash. The brutally honest print campaign showed landfill alongside the new collection. The ad copy linked to an online page telling customers how to take better care of their IKEA furniture. Brave, effective and classic IKEA.