What’s scarier than hearing a creeeeeak in the dead of night? Someone realising it’s coming from a chair, then chucking it out to get a new one. Scary for wallets, scarier for the planet.
No matter how sustainably IKEA’s furniture’s is made, if it ends up in landfill it’s all for naught. So, on the spookiest, creakiest day of the year, Halloween, IKEA launched The Uncreakening, reminding people that creaky furniture isn’t frightening, it just needs a retightening.
All comms led to a hub where people could learn how to retighten their furniture, buy FIXA toolkits, and even add a yearly Halloween retightening reminder to their calendars.