Ikea
Design a campaign focused on sustainability for IKEA.
Deliverables
Campaign
Project type
Academic project
Role
Visual Designer
Team size
5
Team members
Anuradha Muley, Claire Olibet, Gauri Abhay Kulkarni, Gayatri Gundu, Ishita Shandilyai
Duration
1 month
Tools used
Adobe Photoshop, Adobe Stock Images
“BILLY’s still got shelf life” is a sustainability-focused campaign for IKEA that promotes its circular economy model. It highlights how IKEA furniture, like the iconic BILLY bookcase, can have an extended life through resale, repair, or repurposing, helping customers live a more sustainable life at home.
Why
The campaign addresses deforestation and biodiversity loss caused by the demand for new raw materials. By encouraging furniture reuse, IKEA supports habitat preservation and resource conservation. The goal is to raise awareness and shift consumer behavior.
How
The campaign encourages customers to return their used IKEA furniture so it can be repaired, resold, or have its materials reused to create new products promoting IKEA’s circular economy system. It shows how customers can enter this circular model at different stages of life, based on personal goals and changing needs. The propositional of the campaign is “How is where change begins” and the tone is both nostalgic and inspirational, aligned with IKEA’s brand voice, designed to emotionally engage customers .
The campaign unfolds through a series of three promotional posters, each representing a different life stage and telling a connected story. A recurring yellow panel within each BILLY shelf visually ties the campaign together, representing recycled wood and the idea of continuity.
Story boarding