IKEA · Buyback & Resell · Global Campaign
The IKEA Buyback & Resell Service lets customers sell their used IKEA furniture back to the store, year-round. The brief: make this feel like a philosophy, not a promotion.
The idea was to show IKEA furniture in the middle of a real life transition. Not in a showroom. Not on a white background. On a tram moving to a new city. On a boat setting sail for a new home. On an escalator, going back to shine again. Buckled up for the next chapter.
Each execution found a different human moment of transition and placed the furniture inside it. The copy earned its place alongside every image — "You bring it back, we buy it back, every day." "Setting sail for a new home." "It's time to shine again." "Buckled up for the next chapter."
Sustainability messaging that never felt like a sustainability message.
Campaign Film
"Sustainability messaging that never felt like a sustainability message."
The furniture doesn't end. It just finds a new story. That was the idea — and it worked across every market because it was rooted in something universally true about the things we own and the lives we live.