IKEA Cirkulär
Award: Shortlist
Shortlist / Digital / Integrated / 2022
Award: Shortlist
Shortlist / Digital / User Participation
Sustainability has been a core part of IKEA's DNA for decades. Black Friday goes against sustainable principles, so leading up to the annual shopping frenzy, IKEA launched CIRKULÄR, a circular exchange that benefits customers and the planet, too. People were asked to sell their used IKEA furniture back to the brand, which received 155,000 pieces of furniture from around the world in the run up to Black Friday. The items were then restored and resold at a discounted price via its new CIRCULÄR hubs. CIRKULÄR is now a year-round sustainable service in 28 countries around the world, which is helping to drive behavioural change and strengthen the IKEA brand.