One man’s trash is IKEA’s new collection

You can’t save every piece of furniture from the landfill, but IKEA’s going to try. 

There’s a simple sadness to discarded furniture. IKEA knows that sometimes it’s products don’t stay loved forever, but this new campaign establishes a commitment to thrifting the less-wanted pieces of its collections. With a little TLC and some new hardware, TRY has created a full campaign surrounding these discarded pieces, including posters, a film, and even a secondhand store. 

The Trash Collection isn’t just a clever ad initiative, it also launches two services from IKEA: a buyback scheme and a spare parts catalog. IKEA Marketing Manager, Frode Skage Ullebust, says, "I must admit that it hurts a little to see our furniture presented in this way, but at the same time I think it has become a very honest and beautiful way to get people to reflect.”

Aparent produced the spot and Kavar Singh and Niels Windfeldt directed.