Ikea swims against the Black Friday current

Instead of luring consumers into the stores with attractive discounts, the furniture store wants to draw attention to its "Second Life" returns offer. Furniture in good condition can be returned beyond the return period in exchange for a voucher. The amount of the voucher depends on the condition of the product in question. As part of "Buyback Friday," the reward will now be twice as high.

To promote the campaign, Edelman UK created a 90-second commercial for Ikea. The film tells the story of a Billy shelf that is passed on again and again over decades - and thus given numerous new lives.