As Good As New

Year: 2023
Client: IKEA Nederland

Agency: DDB Amsterdam

ECD: Pol Hoenderboom

Business Director: Danny van de Wetering
Copywriter: Dyon Kaleuwee
Art Director: Ersem Erçil
Photography: Zan Kunej
Videography: Reza Nurmohamed
Producers: Isabel van der Kroft, Lucia Dondorp
Account: Karishma Missier

On Black Friday many retailers buy in ad-space to communicate high discounts and attractive deals on brand new products, like furniture. At the same time, there are many secondhand pieces available that are as good as new, and more often, even cheaper.

That’s why we decided to select secondhand IKEA sellers from the nation’s biggest secondhand platform and provide them with all of IKEA’s Black Friday ad-space. We also turned them into the copywriters & art directors by using their own texts and pictures.

The campaign involved digital OOH’s spread out all over The Netherlands and national radiospots which we let the sellers record themselves. After all, they know their product best.

Frans’ ad.
Amy’s radio ad.
Rick’s radio ad.

“We believe that furniture deserves a second or even a third chance.”

Featured by The Best Social Media, Financieel Dagblad, RTL Nieuws, NRC, De Telegraaf,
Adformatie, FONK Magazine and more.