IKEA Unveils ‘Trash Collection’ With Dumped Products That Deserve Another Chance

By Mikelle Leow, 17 Jun 2021

Image via IKEA Norway

Because of how its furniture is priced, customers might think little about discarding an IKEA bookcase to make way for a new one. The Swedish giant is hoping to flip the switch on waste culture by asking consumers to help refresh its products’ lease of life.

A grim new campaign produced by Oslo-based advertising agency TRY showcases chucked IKEA products that were uncovered in parts of Norway, including its beaches, landfills, and streets. They’re a glaring snapshot of the more than three million pieces of furniture discarded in Norway each year, according to the agency.

The dumped items are displayed à la brand-new products in IKEA catalogs, along with details like where they were discovered, how they were restored, as well as their new discounted prices.

IKEA then repurposes these pieces and sells them at a new second-hand store.

The campaign falls in line with IKEA’s initiative to buy back furniture from customers and supply free spare parts for items that may need them.

“Often, the products are just fine or maybe they just need a few small spare parts, describes IKEA’s marketing communications manager Tobias Lien in a statement obtained by Creative Review. “To show how little it takes, we have therefore collected some of them and given them a second chance.”