Selling vast numbers of new furniture to the masses is what big retailers like IKEA are all about. In a new Norwegian campaign from ad agency SMFB however, the Swedish brand has shattered our preconceptions by doing the exact opposite: helping 50 customers sell their used furniture – giving the old (but still stylish) pieces centre-stage.

The furniture brand then took to social media and created Facebook’s first ever flea market, taking place on Sundays from 11am to 5pm and connecting sellers with conscious consumers looking for used furniture. This is pioneering work from IKEA that puts sustainability at the heart of its marketing, and by doing so, not only encourages consumers to recycle, it also boosted IKEA's sales.