Ikea's stunts to promote its new catalog continue. Last week Ikea Switzerland's campaign saw a German literary critic review the catalog as a book, and now, in Belgium, the retailer is calling on customers to bring their old catalog to the store to be recycled as a cushion.
People can drop the catalog on September 12 in all Belgian Ikea branches, and it will pass them through a shredder. The old catalog will be transformed into cushion filling for Kuss, a pillow designed specially for Ikea by designer Charles Kaisin, who specializes in recycling projects and says his gemoetric design is inspired by the cellulose molecule, the natural raw material of paper pulp.
DDB Brussels was behind the campaign, which has a nice environmental angle and recalls KLM's recycling of its airline seats as travel products.