2022 Winner

CASE SUMMARY

IKEA is famous for its affordable furniture, but that affordability also made it disposable. For decades, IKEA has been the poster-child of Fast-Furniture. But IKEA is now emerging as a leader in sustainability, and the brand has a mission to become fully circular by 2030.

They needed to shift the perceptions of Canadians and get them to view IKEA as a leader in sustainability. In addition, sustainable practices among Canadians had dropped as a result of Covid-19.

Canadians were buying more, wasting more, and conserving less. This represented an opportunity not only for IKEA to demonstrate its sustainability commitments, but also to help Canadians live a more sustainable life at home.

Sustainability has always been a priority for IKEA, but became less of a priority for many Canadians as their world adapted to the pandemic. But the same place people were forced to retreat, was exactly where they could help the planet the most. As IKEA has advocated before, small sustainable actions done at home, by the many, can
have a big impact.

So they created instruction manuals, but for old IKEA furniture, so furniture could be given new life: Repurposeful Instructions. There were instructions for turning a cabinet into a beehive, salad bowls into a birdhouse. and the famous blue FRAKTA bag into a hanging planter.

To launch, they created 12 sets of instructions in the iconic IKEA instruction manual design that showed how to upcycle some of IKEA’s most iconic pieces. Using Repurposeful Instructions, you can turn an IVAR cabinet into a beehive or FRAKTA shopping bags into
a hanging garden.

They used IKEA’s iconic Assembly Instructions to creatively give new life to old products and reduce waste. Products featured include IVAR cabinets, FRAKTA shopping bags, BLANDA MATT salad bowls, FABRIKOR glass cabinets and more. Each instruction set indicated a recommended skill level, with most of the projects being suitable for beginners. The Repurposeful Instructions were available for
download on IKEA’s website.

Repurposeful Instructions was picked up all over the world from publications like Fast Company to the Daily Mail. The instruction sets surpassed the download target on IKEA’s website by 37% and got consumers to spend 75% more time on ikea.ca.

Credits

Chief Creative Officer: Aaron Starkman
Executive Creative Director: Mike Dubrick
Head of Art & Creative Director: Joel Holtby
Creative Director: Joel Holtby
Art Director: Michelle Budge
Copywriter: Jackson Byrne
Designer: Brandon Methner
Strategist: Shereen Ladha
Chief Strategy Officer: Sean McDonald
Broadcast Producer: Anne Marie Martignago
Digital & Print Producer: Terri Winter
Director of Print Production: A.J. Merrick
Production House: FUZE
Photographer: Adrian Armstrong
Photo Retoucher: Kevin Luc
Production House EP: Nicole Gomez
Studio Artist: Todd Bennett
Editor: Taylor McWade
Post Production Producer: Yumi Suyama, Sarah Brooks
On-Line: Fort York, James Marin
Audio House: Vapor Music
Music Director: Ted Rosnick
Audio Producer: Lindsey Bates
Group Account Director: Sarah Riedlinger
Account Director: Hayley Kleynhans
Account Manager: Megan Christopher
Account Manager: Gabrielle Bergeron
Media: Carat
VP, Group Account Director: Karen Hrstic
Associate Account Director: Vanessa Coutinho
Account Supervisor: Faizal Shaikh
Media Planner: Monalyn Quelnat
Media Coordinator: Crystal Kim
CRM: Wunderman Thompson


Client: IKEA
Johanna Andrén – CMO, IKEA Canada
Santiago Arbelaez - Head of Media, IKEA Canada
Claudia Mayne – Director Marketing Communications, IKEA Canada
Ami Warrington - Marketing Communications Specialist, IKEA Canada
Carolyn Thrasher - Marketing Communications Specialist, IKEA Canada
Vanessa Herz - Integrated Media Leader, IKEA Canada