Flatpack for the future
IKEA builds upon its anti-Black Friday stance with a generation-spanning ad that shows the reusability of furniture staples.
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Credits
View on- Agency Edelman/London
- Production Company Riff Raff
- Director The Sacred Egg
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Credits
View on- Agency Edelman/London
- Production Company Riff Raff
- Director The Sacred Egg
- Editor The Quarry
- Production Service Papaya Films/Warsaw
- VFX Company MPC/London
- Music Felt Music
- Sound Design Factory Studios
- Chief Creative Officer Stefan Ronge
- Chief Creative Officer Mattias Ronge
- Art Director Sabine Stromsky
- Copywriter Oscar Muller
- Executive Producer Lucie Hackman
- Executive Producer Matthew Fone
- Producer Jane Tredget
- DP Daniel Landin
- Producer Manager Stuart Butterworth
- Editor Ben Campbell
- VFX Producer Ryan Hancocks
- Colorist Matthieu Toullet
- VFX Supervisor Jake Nelson
- Creative Director Martin Jon Adolfsson
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Credits
powered by- Agency Edelman/London
- Production Company Riff Raff
- Director The Sacred Egg
- Editor The Quarry
- Production Service Papaya Films/Warsaw
- VFX Company MPC/London
- Music Felt Music
- Sound Design Factory Studios
- Chief Creative Officer Stefan Ronge
- Chief Creative Officer Mattias Ronge
- Art Director Sabine Stromsky
- Copywriter Oscar Muller
- Executive Producer Lucie Hackman
- Executive Producer Matthew Fone
- Producer Jane Tredget
- DP Daniel Landin
- Producer Manager Stuart Butterworth
- Editor Ben Campbell
- VFX Producer Ryan Hancocks
- Colorist Matthieu Toullet
- VFX Supervisor Jake Nelson
- Creative Director Martin Jon Adolfsson
The concept of Black Friday and sustainability don't really go hand-in-hand unless you're a super-hoarder or, as in the case of IKEA, deciding to subvert the notion of the day to one that promotes the latter.
Between November 24th and December 3rd, the furniture retailer is allowing customers to sell back their used IKEA furniture for up to 50% of its original price, with any item that can't be resold simply being recycled.
Promoting the initiative is Riff Raff Films collective The Sacred Egg's charming film telling the story of a piece of flatpack's generations of use.
Focussing on little moments and touches, such as the application of a fruit sticker or alignment of items on shelves, the #BuybackFriday spot is instantly relatable and totally convincing.
