By John Glenday

IKEA is seeking to shake off a reputation for disposable furniture with a new campaign which seeks to open people’s eyes to the possibilities inherent to re-using old furniture rather than buying new.

The sustainability drive centres on The Stuff Monster, a shambling agglomeration of second-hand IKEA products which serves as a metaphor for being weighed down by excess material goods.

The campaign depicts the monster slowly disembowel itself by passing on surplus items to strangers to be used, becoming lighter and happier as the process continues before the human behind the monster is ultimately revealed as the Read full story ›

Source: The Drum