Ikea Canada, a Champion of Reusing Old Items, Created a Heartwarming ‘Stuff Monster’ – Adweek

Last year, Ikea Canada took the bold marketing move of creating a sequel to the global retailer’s most famous ad: Lamp. While the 2002 original encouraged you to cast off your emotional bonds with broken furniture and toss it to the curb, the 2018 spot instead celebrated to finding new life for a once-beloved item.“Lamp 2” was Ikea Canada’s way of planting a flag about its belief in reuse as a key aspect of sustainable commerce. And now, proving the ad wasn’t a one-off message, the brand and creative agency Rethink are back with a new spot on the theme: “Stuff Monster.”In this fantastical and fun ad, a towering beast made of used belongings trods through a neighborhood, occasionally dropping off pieces of himself to those who’d like to give them a new home:The spot is beautifully set to Cat Stevens’ “Tea for the Tillerman” and keeps true to Ikea’s ad style of superimposing product names and prices in only one way: highlighting the retailer’s $1 reusable bag.The focus on reuse certainly isn’t limited just to the brand’s advertising. Over the past year, Ikea Canada implemented a “circular sell-back” program that encourages customers to bring in gently used Ikea items and exchange them for store credit. The items are then either repurposed or resold by the stores. More than 23,000 submissions have already come in via the program, the brand says.Ikea aims to become a “fully circular business” by 2030, which covers a wide range of priorities. While it includes designing all products with repair, recycling and reuse in mind, the initiative also aims to use sustainable and recycled materials, extend the life expectancy of Ikea items, and eliminate waste.Here’s a look back at 2002’s Lamp (from Crispin Porter + Bogusky and director Spike Jonze) and Ikea Canada’s 2018 sequel, followed by credits for the new spot.CREDITS:Client: Ikea CanadaAgency: RethinkExecutive Creative Director: Aaron Starkman, Christina Yu, Chris Staples, Ian GraisCreative Director: Joel Holtby, Dhaval BhattArt Director: Joel HoltbyWriter: Dhaval BhattDirector of Client Services: Marie LunnyAccount Director: Sarah RiedlingerAccount Manager: Daniel RiggiManaging Director, Strategy: Sean McDonaldStrategy Director: Stacy RossProducer: Erica MetcalfeClient: Ikea CanadaDirector of Marketing: Lena DukicMarketing Communications Specialist: Jordan SequeiraClient Email/Phone: jordan.sequeira@ikea.com / 647 746-4611Live ActionProduction Company: Scouts HonourDirector: Mark ZibertDirector of Photography: Christopher MablyLive Action Producer: Rita PopielakProduction Supervisor: Simon DraglandVFX Studio: A52VFX Supervisor: Jesse MonsourCG Supervisor: Andy Wilkoff2D VFX Artist(s): Jesse Monsour, Richard Hirst, Hugh Seville, Narbeh Mardirossian3D Artists: Adam Rosenzwieg, Alejandro Castro, Andy Wilkoff, Daniel Jensen, Dustin Mellum,Evan Mayfield, Ian Ruhfass, Joe Chiechi, Joe Paniagua, John Riggs, Josh Dyer, Max Ulichney,Michale Bettinardi, Michael Cardenas, Mike Di Nocco, Suzi LittleOnline Editor: Chris RileyProducer: Scott BoyajanExecutive Producers: Patrick Nugent & Kim ChristensenManaging Director: Jennifer Sofio HallColor:Colorist: Eric Whipp (first pass) & Conor Fisher (final pass)Color Assistant: Jonah VenneriSenior Color Producer: Jane GarrahEditorial Company: Rooster PostEditor: Marc LangleyAssistant Editor: Chloe VankoughnettExecutive Producer: Melissa KahnSound:Composer: Cat Stevens (licensed track) ‘Tea for the Tillerman’Sound Design: Kevin ChamberlainFinal Mix/Engineer: Julian RuddManaging Partner: Lindsey BatesCreative Director: Ted Rosnick


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