When IKEA asked us once again to advertise the new catalog, which came out just before the holiday season, I wanted to do something with the old one too. After all, people tend to keep their IKEA catalog for a whole year.

So we invited customers to bring their old catalog back to IKEA. Instead of simply recycling it, we gave it a new life: the catalog was transformed into a Christmas decoration and sent back to them by post.

They could welcome the new IKEA catalog while hanging the old one on their Christmas tree.