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    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

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