| Title | Divorce |
| Brief | It’s easy to assume IKEA products are thrown away because they’re ”disposable”, but the reality is that life happens. You no longer need a crib when the kid outgrows it, and you don’t want your bed anymore after the divorce.We had to show that we know life isn’t always pretty, and that there is many good reasons behind unwanted furniture. We needed to show that we understand how furniture doesn't always last forever, but how it still deserves a new life at IKEA.The Life Collection 2022:We collected real discarded IKEA furniture in homes across Norway and turned them into a new collection at IKEA. Every brutally honest reason for why it was no longer needed was used in a disruptive print campaign – daring to also address the darker sides of life. The Life Collection 2022 was sold in every second-hand store across the country. |
| Agency |
Try Reklamebyrå
|
| Campaign |
The Life Collection 2022
|
| Advertiser |
IKEA
|
| Brand |
IKEA Second-hand furniture
|
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| Posted | November 2022 |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type |
Print
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| Art Director |
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