As part of its sustainability strategy, IKEA has committed to phasing out plastic from consumer packaging by 2028, replacing it with renewable and recycled paper-based alternatives.

The challenge was to make that commitment visible. Packaging usually disappears the moment a product is assembled, taking much of the sustainability story with it.

So instead of showing packaging, we imagined it becoming the product itself. Iconic IKEA furniture was reimagined as if constructed entirely from corrugated cardboard, turning the material intended to replace plastic packaging into the hero of the campaign.

The result is a simple visual metaphor that makes IKEA’s 2028 ambition tangible, memorable and immediately understood.