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Creative

DDB Brussels Brings a Shred of Creativity to This New IKEA Cushion

DDB EMEA, 2 years, 1 month ago

Charles Kaisin designs cushion to be filled with last year's shredded catalogue

DDB Brussels Brings a Shred of Creativity to This New IKEA Cushion

You can now use your old IKEA catalog to read the new one thanks to this recycling idea from DDB Brussels. To celebrate the arrival of the new catalog, IKEA is recycling last year's catalogue into a unique cushion designed by internationally renowned designer Charles Kaisin.

IKEA is calling its fans to bring their old IKEA catalog to the store. They can drop the catalogue on september 12th in all Belgian IKEA stores. IKEA will pass the 300 pages that have inspired them for a year through the shredder. The old catalogue will be transformed into cushion filling for the 'KÜSS' cussion.

From paper to KÜSS, designer Charles Kaisin took the recycling approach a bit further into the print: "I drew the design inspiration from the cellulose molecule, the natural raw material of paper pulp. Styled and repeated into a visual structure it becomes its very own source of inspiration."



Creative Agency

Account Management: Francis Lippens, Kaat De Brandt, Astrid De Paep

Art Director: Antoinette Ribas

Copywriter: Gregory Ginterdaele

Creative Agency: DDB Brussels

Creative Director: Odin Saillé, Peter Ampe

Graphic Production: Charles Kaisin

Planner: Brigitte Verduyckt

Strategy: Dominique Poncin, Maarten Van Daele

Studio Manager: Coraline Barbé

Production Company

Production Company: Who Killed Joe

Category: Furniture , Home appliances

Genre: Fashion & Beauty