MPC BRINGS MAGIC TO IKEA’S SUSTAINABLE ‘BUYBACK FRIDAY’ SPOT

MPC once again has teamed up with UK directing duo, The Sacred Egg, Riff Raff and Edelman U.K. to launch IKEA’s Buyback Friday spot.

For most retailers, Black Friday is all about selling new stuff, but for IKEA, which has increased its focus on sustainability, it’s all about recycling your old stuff with the launch of Buyback Friday.

MPC handled the VFX which was led by VFX Supervisor Jake Nelson. The innovative launch campaign aims to buy back customers’ unwanted IKEA items for Black Friday, dubbed “Buyback Friday.” Consumers can register to sell their items online, and in return they will receive vouchers to spend in store, with their value calculated according to the condition of the items. The used items will be sold in special second-hand ‘as-is’ areas of IKEA stores.

Jake Nelson, VFX Supervisor said:

“It was a pleasure working on this project because the visuals from set already had such powerful nostalgia. We did some general polishing to make sure the bookshelf and families portrayed had as much emotional appeal as possible. It was also rewarding to be working on an innovative campaign which has the planet’s best interests at heart”

The initiative, debuting in 27 countries from Nov. 24 to Dec. 3, is supported by a spot, seen here, showing how items like Billy bookcases can have several “lives” in many locations and with different owners.