Because #EveryGestCounts, IKEA is taking a sustainable approach to its latest campaign and unveiling an XXL tarpaulin made from recycled (pvc) plastic bottles. Placed at the Meir in Antwerp, the 600m²-plus tarpaulin was created in collaboration with Belgian artist Katrien Vanderlinden (Wonderwalls) and produced by Urban Media.

Once deposited, the tarpaulin will have a second life and will be recycled into 500 uniquely designed cushion covers, which will revive armchairs, sofas or deckchairs by giving them a new look. These covers can be won via the "My more sustainable life" competition, by downloading the above-mentioned app. To win their copy, participants must collect as many points as possible by completing as many small sustainable challenges as possible.

The campaign can be seen until the end of March and is the result of collaboration between IKEA, Ogilvy Social Lab, Mindshare, Kinetic, Urban Media and Clear Channel.

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