IKEA #BuybackFriday
Overconsumption is one of the key drivers in the global climate crisis, according to a new report. IKEA make lasting furniture affordable for the many, but are more known for flat packs, than for their big push for sustainability. To change this fact, they had to change their whole business model. IKEA decided to buy unwanted IKEA furniture back. The initiative #BuybackFriday was launched in the lead up to Black Friday, and went live in 27 countries around the world. many have decided to keep Buy Back as a permanent offer all year round.
Creative Direction
Case Film
Hero Film / TVC
Director: Sacret Egg / Riff Raff
Some Buzz
3+ billion impressions
More than 47,000 items re-sold at IKEA stores around the world
66,000+ total engagements on social media platforms (likes, comments, shares)
1,546+ news articles have mentioned the initiative in more than 37 countries