CLIENT
Limited Liability Company “IKEA DOM”
Alexey Troeglazov, Project leader in cyclical services development
Olga Trukets, Marketing communications specialist
Natalia Beneslavskaya, Country Sustainability Manager
Olga Belyaeva, External communications manager
AGENCY
Antonina Pirogova, Creative Team Leader
Evgeniy Golovan, Creative Team Leader
Anastasia Gorenstein, Copywriter
Irina Gornova, Group Account Director
Anna Nikonova, Senior strategic planning manager
SUMMARY
4mln hectares in Russia are covered by landfill. Bulky garbage including furniture makes up about 25% of all waste. In November 2019 IKEA launched a wooden cabinet furniture collection & recycling service in St. Petersburg. A small media budget didn’t prevent us from reaching 685 million media impressions, collecting 90 tonnes of furniture, and improving the brand image as having ‘a positive impact on society and planet’ in just 1 month. And for the first time in the world wooden trash got a chance for rebirth as new IKEA furniture
