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Problem:
IKEA has pledged to be fully circular and climate positive by 2030, but the toy industry has one of retail's worst waste problems. Most toy advertising still sells novelty over durability, and sustainability messaging often comes across as preachy rather than playful.
Solution:
Using real IKEA products, the sustainable everyday campaign proves that adventure isn't something you have to go out and buy for your kids, it could already be sitting on the sofa, the bed or the dinner table. Encouraging parents to consider an eco-friendly trip IKEA where toys are built to last.
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