To help reduce the amount of furniture going to landfill and promote IKEA Norway's buyback and spare parts initiatives, the team filmed and rescued furniture found on the streets and scrapheaps of Oslo and surrounding neighbourhoods. The film features 16 pieces of abandoned IKEA furniture, unpropped and unstaged, in their original setting. With just two weeks to produce the video, not to mention just a couple of days to source the commercial's stars, there was no time to waste.
“Because the film was real and unstaged, it meant that the shoot had to be super dynamic, with only a small team jumping in a car with their cameras to find furniture and document it along the way,” said Tobias Lien, Marketing Communications Manager at IKEA Norway during the campaign. “The fact that we easily found 16 objects that matched our criteria in just a couple of days confirmed why this campaign is so important.”