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Repurposeful Instructions

Shoe-String Budget - Campaign

2022

Rethink, Toronto/Montreal/Vancouver
t: 416-583-2178
w: rethinkideas.com

Ad Agency: Rethink Client: IKEA Canada Chief Creative Officer: Aaron Starkman Executive Creative Director: Mike Dubrick Creative Director: Joel Holtby Art Director: Michelle Budge Writer: Jackson Byrne Designer: Brandon Methner Strategist: Shereen Ladha, Sean McDonald Producer: Anne Marie Martignago, Terri Winter Print Producer: A.J. Merrick Production Company: FUZE Photographer: Adrian Armstrong Retoucher: Kevin Luc Executive Producer: Nicole Gomez Studio Artist: Todd Bennett Editor: Taylor McWade Producer: Yumi Suyama, Sarah Brooks Online: Fort York Online Editor: James Marin Audio House: Vapor Music Music Director: Ted Rosnick Audio Producer: Lindsey Bates Group Account Director: Sarah Riedlinger Account Director: Hayley Kleynhans Account Manager: Megan Christopher, Gabrielle Bergeron Media Agency: Carat Group Account Director: Karen Hrstic Associate Account Director: Vanessa Coutinho Account Supervisor: Faizal Shaikh Media Planner: Monalyn Quelnat Media Coordinator: Crystal Kim CRM: Wunderman Thompson

IKEA’s commitment to sustainability extends well beyond how their products are made. Knowing their products can have a life beyond their original purpose. IKEA wanted to provide a creative solution to avoid old household items ending up in the landfill. In an effort to encourage people to breathe new life into old furniture, IKEA created 12 sets of instructions that show how to upcycle some of their most iconic pieces. Using Repurposeful Instructions, you can turn an IVAR cabinet into a beehive or FRAKTA shopping bags into a hanging garden.

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