Death, divorce and bankruptcy feature in Ikea's new ads for its secondhand items

Campaign from Try Oslo depicts the sometimes sad stories behind its furniture recycling scheme

Published On
Sep 20, 2022

Editor's Pick

Death, divorce, bankruptcy, alcoholism and the pandemic are not the most cheerful subjects for a retail ad. But all feature in a surprisingly dark new Ikea campaign to promote its furniture recycling program.

A new campaign running in Norway spotlights "The Life Collection 2022"— items of Ikea furniture found in people’s homes and bought back by Ikea for different reasons. Inspired by real-life stories behind some of the items Ikea has sold in its secondhand stores, the film includes office furniture from a company that went bankrupt during the pandemic; a wine rack no longer needed because the owner stopped drinking; a kitchen dining set from the seventies whose owner has passed away and a bed frame discarded because the owners separated. The film is set to a pared-down cover of Simple Minds' "Don't You Forget About Me."

The campaign also includes a series of print executions showing the furniture in the homes of their previous owners with captions such as the "Sober Collection," "Divorce Collection" and "Death Collection." 

An empty wooden chair with text above it that reads, "The Death Collection 2022"

It was created by agency Try Oslo, which first highlighted how forgotten and discarded items can be given new life in 2021's The Trash Collection campaign. The agency worked with the same directors, Kavar Singh and Niels Windfeldt of Aparent, on the current campaign and it has a similar downbeat feel, although in this case rather more brutal.

A bottle shelf without any bottles with the text, "The Sober Collection"

The campaign is live in Norway in print, TV and stores, but according to a spokesperson for Try, it was created for the global market and is expected to air in other countries.

"We wanted to show how we understand that furniture isn’t necessarily useful forever " said Ikea global marketing manager Roberto Giannone, in a statement. "Our new second hand stores are needed because life happens, and we needed a more sustainable way of treating our furniture." 

The office of a bankrupt company with the text "The Pandemic Collection"


Sep 20, 2022
Client :
Agency :
Creative Team :
Caroline Riis
Creative Team :
Eirik Sørensen
Consultant :
Trond Sandø
Project Manager :
Marte Heiersted
Designer :
Jeppe Gjesti
Designer :
Mats Mæland
Designer :
Magnus Snickars
Designer :
Dennis Magnus-Andresen
Designer :
Tommy Lybekk
Designer :
Marthe Solli
Advisor :
Cecilie Helsvig
Graphic Design :
Elise Eik Ismar
Digital Producer :
Erik Teigland
Production Agency :
Director :
Kavar Singh
Director :
Niels Windfeldt
DP :
Oskar Dalsbakken
Producer :
Aleksander Aurdal
Laura Ugolini
BTS photography :
Espen Saur
Gaffer :
Levi Gawron
Props :
Alexei Mokel
Costume :
Karoline Austring
Costume :
Isabella Mork
Casting :
Hannah Foldøy
Production :
Espen Saur
Production :
Alexei Mokel
Edit :
Henrik Pedersen
Online :
Sindre Hammersbøen
Grade :
Joakim Rissveds
Music Supervisor :
Orange Blue Supervision
Music Supervisor :
Christian Blad
Music Supervisor :
Thore Garberg
Singer :
Joe Tex
Country Marketing Manager :
Frode Ullebust
Country Marketing Communication Manger :
Tobias Lien
Marketing Communication Specialist :
Kristin Berge Jahr
Media Leader :
Ulrikke Dahl
Online Content Specialist :
Susanne Reinertsen
Online Content Specialist :
Beverley Getz Ivin
Integrated Media Manager :
Åse-Marit Christensen

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