2022 Winner

In Quebec, July 1st is the day that more than 70,000 households move, creating 55,000 tonnes of garbage and discarded items a year. To help prevent more waste, IKEA created instructions on how to pack and secure household items using everyday items: T-shirts replaced wrapping paper, socks replaced packing peanuts and blankets and bed covers replaced bubble wrap. The campaign showcased best-selling IKEA products (packed using the suggested household items) in out-of-home and social media. It used photography for OOH pieces and created carousels using its signature illustration style for social content. The IKEA assembly manual’s aesthetic was reprised and featured sustainable packing hacks, downloadable from its website. The campaign went live a month prior to Moving Day and encouraged people to share their own tips to “Pack Sustainably” – generating hundreds of responses.

Credits

Client: IKEA
Agency : Rethink
Chief Creative Officer: Aaron Starkman
Executive Creative Director: Nicolas Quintal
Creative Direction: Xavier Blais, Joel Holtby
Art Direction: Edouard Coune
Copywriter: Xavier Blais, Justin Santelli
Strategic Planning: Suzy Truong
Account Direction: Catherine B. Mainville
Account Management: Gabrielle Bergeron
Production (in house): Terri Winter
Photography: Thanh Pham
Set direction: Alix Le Clercq
Media: Carat