2022 Winner

As part of its ongoing sustainability mission, IKEA created “The ScrapsBook” to help address the 1.3 billion tonnes of food thrown away every year that contributes to the climate crisis. Rethink designed the book to span across cuisines and feature recipes that use food scraps such as carrot tops, banana peels, wilting greens and old beans. The limited-edition book prioritized sustainable materials to keep its carbon footprint to near-zero, and used minimal glue in its binding so the book could be recycled. The e-book version was available for free on IKEA.ca, and the digital campaign included recipe posts on social channels and a weekly cooking show on Instagram. “The ScrapsBook” became the number one English and number two French cookbooks on Apple Books. Within the first two weeks, IKEA earned more than 13 million social impressions, 220 million media impressions and 36,000 downloads of the e-book.

Credits

Client: IKEA
Agency: Rethink
CCO: Aaron Starkman
Executive Creative Director: Mike Dubrick
Head of Art: Joel Holtby
Creative Directors: Joel Holtby, Jake Lim
Art Director: Dorota Pankowska
Writer: Justin Santelli
Designer: Erin Struble
Strategist: Shereen Ladha, Stacy Ross
Head of Strategy: Sean McDonald
Group Account Director: Sarah Riedlinger
Account Director: Daniel Riggi
Account Manager: Megan Christopher
Producer: Narine Artinian, Spencer Houghton
Production Artist: Brad Kumar
Production House: Fuze Reps
Production House Producer: Nicole Gomez
Photographer: Maya Visnyei
Photo Retoucher: Lisa Hordyk
Photography Producer: Sara Melvin
Food Stylist: Claudia Bianchi
Post Production House: R+D Productions
Editor: Leigh O’Neill
Post Production Producer: Todd Harrison
Audio House: Vapor Music