IKEA is committed to helping consumers make sustainable choices every day. But even the most environmentally conscious shopper can lose sight of environmental impact in their search for Black Friday deals. So to change how shoppers save, IKEA needed to change the deal.
We redefined Black Friday savings by showing our products’ environmental price tag, encouraging shoppers to save not just money — but water, electricity, landfill, and the rest of the planet too. We also encouraged consumers to save used furniture from the landfill, with curb-side out-of-home signs promoting IKEA's sell-back program.

executive creative director: Aaron Starkman
Associate Creative Directors: Zachary Bautista, Geoff Baillie
Art Directors: Ryan Cookish,  Rachel Leblanc
CopyWriter: Geoff Baillie, Tyler Edwards

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