With the Lagom collection, IKEA is unveiling what it calls its "first-ever £0 collection," which is made up of existing products. In collaboration with advertising agency Proximity London, IKEA is sharing a campaign that helps consumers make the most of the simple home goods that they likely already own, rather than buying something new.
"Lagom" is based on a Swedish philosophy and means "just the right amount." The campaign inspires people to use IKEA’s iconic blue FRAKTA bags as picnic blankets or even muffin tins as a planter for home-grown herbs and vegetables.
While many consumers are becoming intrigued by metal straws, reusable drinking vessels and other popular staples of low-waste living, the campaign reminds that sometimes the best thing to do is to creatively use the products and materials that readily available.
Eco-Friendly Upcycling Campaigns
IKEA's £0 Lagom Collection Inspires People to Use What They Own
Trend Themes
1. Upcycling Campaigns - Creating campaigns that encourage people to use what they already own instead of purchasing new items
2. Low-waste Living - Encouraging consumers to creatively use the products and materials that are already available in their everyday lives.
3. Sustainable Advertising - Collaborating with advertising agencies to create eco-friendly campaigns that inspire sustainable practices.
Industry Implications
1. Furniture - Companies can focus on creating furniture that is easily upcycled and repurposed.
2. Home and Garden - Creating sustainable and eco-friendly products for the home and garden industries.
3. Advertising and Marketing - Focusing on creating eco-friendly campaigns that promote sustainable practices for clients in industries with large carbon footprints.