Ikea Canada, a Champion of Reusing Old Items, Creates Heartwarming 'Stuff Monster'

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: [kickout id="1"] The spot is beautifully set to Cat Stevens' "Tea for the Tillerman" and stays 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 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, according to the company. 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. [kickout id="2"] [kickout id="3"] CREDITS: Client: Ikea Canada Agency: Rethink Executive Creative Director: Aaron Starkman, Christina Yu, Chris Staples, Ian Grais Creative Director: Joel Holtby, Dhaval Bhatt Art Director: Joel Holtby Writer: Dhaval Bhatt Director of Client Services: Marie Lunny Account Director: Sarah Riedlinger Account Manager: Daniel Riggi Managing Director, Strategy: Sean McDonald Strategy Director: Stacy Ross Producer: Erica Metcalfe Client: Ikea Canada Director of Marketing: Lena Dukic Marketing Communications Specialist: Jordan Sequeira Client Email/Phone: jordan.sequeira@ikea.com / 647 746-4611 Live Action Production Company: Scouts Honour Director: Mark Zibert Director of Photography: Christopher Mably Live Action Producer: Rita Popielak Production Supervisor: Simon Dragland VFX Studio: A52 VFX Supervisor: Jesse Monsour CG Supervisor: Andy Wilkoff 2D VFX Artist(s): Jesse Monsour, Richard Hirst, Hugh Seville, Narbeh Mardirossian 3D 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 Little Online Editor: Chris Riley Producer: Scott Boyajan Executive Producers: Patrick Nugent & Kim Christensen Managing Director: Jennifer Sofio Hall Color: Colorist: Eric Whipp (first pass) & Conor Fisher (final pass) Color Assistant: Jonah Venneri Senior Color Producer: Jane GarrahEditorial Company: Rooster Post Editor: Marc Langley Assistant Editor: Chloe Vankoughnett Executive Producer: Melissa Kahn Sound: Composer: Cat Stevens, "Tea for the Tillerman" Sound Design: Kevin Chamberlain Final Mix/Engineer: Julian Rudd Managing Partner: Lindsey Bates Creative Director: Ted Rosnick