Ikea will buy back your old furniture for Black Friday

'Buy Back Friday' initiative in 27 countries is part of brand's sustainability agenda

Published On
Oct 13, 2020

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For most retailers, Black Friday is all about selling new stuff, but for Ikea, which has been on a big sustainability push, it's going to be all about recycling your old stuff.

In a campaign via Edelman U.K., the company says it will buy back customers' unwanted Ikea items for Black Friday, which it's now dubbing "Buy Back Friday." Consumers can register to sell their items online, and in return they will receive vouchers to spend in store, with their value calculated according to the condition of the items. The used items will be sold in special second-hand areas of Ikea stores.

The initiative, debuting in 27 countries from Nov. 24 to Dec. 3, is supported by a spot, seen here, showing how items like Billy bookcases can have several "lives" and uses by different owners. 

“We want to offer customers’ sustainable solutions for their furniture they no longer need, even if it’s served them well over the years," said Ingka Group Deputy Retail Operations Manager Stefan Vanoverbeke in a statement. "So, we are currently exploring new business models to develop commercially viable and scalable offers in the areas of how people bring things into their home, how they care for things they own, and how they pass on the things they no longer need. Rather than buy things you don’t need this Black Friday, we want to help customers give their furniture a second life instead of making an impulse buy.”




Oct 13, 2020
Client :
Agency :
Campaign Unit Manager :
Jessie Macneil-Brown
Campaign Unit Project Manager :
Maria Binnelid
Campaign Project Leader :
Irina Banciu
Chief Creative Officer :
Stefan Ronge
Chief Creative Officer :
Mattias Ronge
Creative Director :
Martin Jon Adolfsson
Art Director :
Sabine Stromsky
Copywriter :
Oscar Muller
Design Director :
Steve Malkerty
Senior Director :
Chris Wilcox
Associate Project Director :
Claire Fraser
Executive Producer :
Lucie Hackman
Senior Producer :
Cara Hickson
Junior Project Manager :
Stefania Basile
Production :
Riff Raff Films
Director :
The Sacred Egg
Daniel Landin
Executive Producer :
Matthew Fone
Producer :
Jane Tredget
Production Manager :
Stuart Butterworth
1st AD :
Chris Kelly
Production Designer :
Monika Sajko
Editor :
Ben Campbell
Edit House :
The Quarry
Service Company :
Papaya Films
Service Producer :
Tomek Skrodzki
VFX Company :
Moving Picture Company
London VFX Producer :
Ryan Hancocks
Colorist :
Matthieu Toullet
VFX Supervisor :
Jake Nelson
Music :
Felt Music
Music Track :
Sound Design :
Jon Clarke
Sound Design :
Factory Studios
Client Lead and Senior Director :
Chris Wilcocks

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