Because #EveryActionCounts, IKEA takes a sustainable approach in its latest campaign and unveils a XXL banner made from recycled (pvc) plastic bottles. Placed at the Meir in Antwerp, the 600m² banner was created in collaboration with Belgian artist Katrien Vanderlinden (Wonderwalls) and produced by Urban Media.
Once the banner gets removed, it will be recycled into 500 uniquely designed cushion covers, which will give armchairs, sofas and deckchairs a new look. These covers can be won via the “My more sustainable life” competition, by downloading the above-mentioned app. To win their piece, participants have to collect as many points as possible by completing as many small sustainable challenges as possible.
The campaign is visible until the end of March and is the result of a collaboration between IKEA, Ogilvy Social Lab, Mindshare, Kinetic, Urban Media and Clear Channel.