Ikea makes instruction manuals for repurposing its furniture

The brand continues its commitment to sustainability in 'Repurposeful Instructions'

Published On
Aug 04, 2021

Editor's Pick

Ikea’s commitment to sustainability—from plant-based menu items to constructing furniture with recycled materials—has played a starring role in many of its recent marketing campaigns. The company’s buyback program to extend the life of furniture pieces and keep them out of landfills reimagined Black Friday and also drove a campaign advertising a "Trashed Collection." In the company’s latest eco-conscious campaign, Ikea Canada aims to reduce furniture waste with a new kind of instruction manual.

In the style of its well-known (and often bemoaned) how-to pamphlets, the “Repurposeful Instructions” campaign shows customers how to upcycle old Ikea furniture and other items that they're considering throwing out. The guides provide step-by-step details on  turning Frakta bags into a hanging garden, Räcka curtain rods into an easel or Ivar shelves into a beehive.

“We really believe in the power of small, sustainable acts that people can take in their daily lives,” said Ami Warrington, marketing communications specialist at IKEA Canada, in a statement. “In addition to becoming a fully circular business by 2030, IKEA aims to help our customers and co-workers make lots of little changes to live more sustainably in easy and inspiring ways, like those featured in our Repurposeful Instructions.”

The manuals as well as links to additional tips on sustainable living and Ikea’s commitment to the environment can be found on the campaign’s landing page.


Aug 04, 2021
Client :
Ikea (Canada)
Agency :
Aaron Starkman
Executive Creative Director :
Mike Dubrick
Head of Art & Creative Director :
Joel Holtby
Creative Director :
Joel Holtby
Art Director :
Michelle Budge
Copywriter :
Jackson Byrne
Designer :
Brandon Methner
Strategist :
Shereen Ladha
Chief Strategy Officer :
Sean McDonald
Broadcast Producer :
Anne Marie Martignago
Digital / Print Producer :
Terri Winter
Director of Print Production :
A.J. Merrick
Production House :
Fuze Image
Photographer :
Adrian Armstrong
Photo Retoucher :
Kevin Luc
Production House EP :
Nicole Gomez
Studio Artist :
Todd Bennett
Editor :
Taylor McWade
Post Production Producer :
Yumi Suyama
Post Production Producer :
Sarah Brooks
On-Line :
Fort York
On-Line :
James Marin
Audio House :
Vapor Music
Music Director :
Ted Rosnick
Audio Producer :
Lindsey Bates
Group Account Director :
Sarah Riedlinger
Account Director :
Hayley Kleynhans
Account Manager :
Megan Christopher
Account Manager :
Gabrielle Bergeron
Chief Marketing Officer IKEA Canada :
Johanna Andren
Director of Brand Marketing IKEA Canada :
Claudia Mayne
Marketing Communications Specialist IKEA Canada :
Ami Warrington
Marketing Communications Specialist IKEA Canada :
Carolyn Thrasher
Integrated Media Leader IKEA Canada :
Vanessa Herz
Public Relations Leader IKEA Canada :
Lisa Huie
Online Content Specialist IKEA Canada :
Nadia Kassam
Media :
VP Group Account Director :
Karen Hrstic
Associate Account Director :
Vanessa Coutinho
Account Supervisor :
Faizal Shaikh
Media Planner :
Monalyn Quelnat
Media Coordinator :
Crystal Kim
Wunderman Thompson

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