IKEA - Bring Back Friday
Award: Shortlist
Shortlist / Impact / Advertising / Brands / 2021
Thousands of pieces of furniture are discarded each year. Not because they’re broken, but because we’re tired of them. Furniture giant IKEA accepts its responsibility in this area. That’s why it turned Black Friday upside down. Literally. From Black Friday to Bring Back Friday. Instead of buying items, people could bring back items. The brand appealed to everyone to bring back their old IKEA furniture to the store so it could be given a second life. The activation attracted massive attention. But more importantly: the furniture bring-back service is here to stay.
