Under the slogan ‘cook from the heart, cook with the head’ IKEA come up with its new Christmas campaign with 64 real garbage collectors chosen from among 200 in a casting. The campaign remains committed to #theotherChristmas is possible, this year focusing on wasted food.

To create the first ever choir of real garbage collectors to brighten the holidays with a carol that teaches us about what they see on a daily basis and we rather ignore. Hundreds of real garbage collectors from around the country showed up for a very peculiar casting. Most of them had never been in front of a camera. They had no notion of singing or acting, but they had the desire to raise awareness about a problem they witness every day, especially at Christmas.

On top of the impact on media and social networks, thousands of people showed up to the workshops at IKEA stores to learn hundreds of ways to cook so that their food doesn´t end up in the trash.

Assuming that a 25% of food we buy at christmas ends up in the garbage can, IKEA wanted to pursue its goal to make possible #theotherchristmas, creating a digital campaign, including a HUB where they offered some advices to have a more sustainable life. For this reason, we thought that this campaign was relevant for the activation of the brand.

Under the slogan ‘cook from the heart, cook with the head’ IKEA come up with its new Christmas campaign with 64 real garbage collectors chosen from among 200 in a casting. The campaign remains committed to #theotherChristmas is possible, this year focusing on wasted food.

The campaign starts with a surprising fact, the 25% of food bought at Christmas ends up in the rubbish bin.