Mobilfoto med iPhone

Here's the story of how IKEA Norway's Trash Collection campaign transformed throwaways into secondhand stars of the scrapheap.

Each year in Norway alone, over three million pieces of furniture are thrown away. Many are still in good shape, just either unwanted or only slightly damaged. As part of our commitment to becoming fully circular and climate positive by 2030 we are making efforts to extend the life cycle of the furniture bought from us. This was the starting point for the Trash Collection campaign, created in 2021 by Oslo-based creative agency, TRY.

Before: This STOCKHOLM mirror was found abandoned in a forest.

Before: This STOCKHOLM mirror was found abandoned in a forest.

Each year in Norway alone, over three million pieces of furniture are thrown away. Many are still in good shape, just either unwanted or only slightly damaged. As part of our commitment to becoming fully circular and climate positive by 2030 we are making efforts to extend the life cycle of the furniture bought from us. This was the starting point for the Trash Collection campaign, created in 2021 by Oslo-based creative agency, TRY.

Each year in Norway alone, over three million pieces of furniture are thrown away. Many are still in good shape, just either unwanted or only slightly damaged. As part of our commitment to becoming fully circular and climate positive by 2030 we are making efforts to extend the life cycle of the furniture bought from us. This was the starting point for the Trash Collection campaign, created in 2021 by Oslo-based creative agency, TRY.

“The fact that we easily found 16 objects that matched our criteria in just a couple of days confirmed why this campaign is so important.”

Before: This STOCKHOLM mirror was found abandoned in a forest.

Before: This STOCKHOLM mirror was found abandoned in a forest.

Each year in Norway alone, over three million pieces of furniture are thrown away. Many are still in good shape, just either unwanted or only slightly damaged. As part of our commitment to becoming fully circular and climate positive by 2030 we are making efforts to extend the life cycle of the furniture bought from us. This was the starting point for the Trash Collection campaign, created in 2021 by Oslo-based creative agency, TRY.