Cannes Lions

IKEA KüSS

DDB BRUSSELS, Brussels / IKEA / 2016

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Scale Drawing
Case Film

Overview

Entries

Credits

Overview

Description

For the launch of the new catalogue we transformed the old catalogue into a home design object, lowering the impact of our footprint by creating the most sustainable catalogue. Ever.

How? We transformed the old catalogue into a sustainable home design object, for customers who pick up the new one. IKEA personally invited customers to bring their old catalogues to a nearby IKEA store. Upon arrival with their old catalogue, we shredded the pages to become a filling of Küss pillows.

We designed the Küss in collaboration with Belgian renowned designer Charles Kaisin. The Iconic patterns on the pillow are inspired by paper cellulose molecules.

Execution

When the 2016 catalogue was released, IKEA sought a way to recycle the old one and reduce its ecological foot- print. IKEA personally invited customers to bring their old catalogues to a nearby IKEA store. Upon arrival with their catalogue, the shredded pages became the filling of Kuss pillows designed by Charles Kaisin.

IKEA Kuss is a beautiful pillowcase, designed by Belgian renowned designer Charles Kaisin, filled with the shredded pages of the 2015 catalogue.The Patterns were inspired by paper cellulose molecules. Charles Kaisin’s work is known to explore geometrical forms generated during the process of recycling.With IKEA Kuss, customers can now read the new catalogue, while resting your head on the old one.

Outcome

IKEA fans, journalists and design bloggers went crazy for it, resulting in a media coverage of 624 articles across the world. Eco-design blogs wrote up a piece on the new product and gave IKEA an eco-friendly image. Interior designers reviewed it. Marketers praised it.

Store traffic increased by 14% during the launch, and on D-Day sales in- creased by 18%. All of the cushions were picked up on day 1. IKEA even decided to repeat this action each year in a different form, creating an annual momentum.

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