Eco-Friendly Upcycling Campaigns

With the Lagom collection, IKEA is unveiling what it calls its "first-ever £0 collection," which is made up of existing products. In collaboration with advertising agency Proximity London, IKEA is sharing a campaign that helps consumers make the most of the simple home goods that they likely already own, rather than buying something new.

"Lagom" is based on a Swedish philosophy and means “just the right amount.” The campaign inspires people to use IKEA’s iconic blue FRAKTA bags as picnic blankets or even muffin tins as a planter for home-grown herbs and vegetables.

While many consumers are becoming intrigued by metal straws, reusable drinking vessels and other popular staples of low-waste living, the campaign reminds that sometimes the best thing to do is to creatively use the products and materials that readily available.