Talking about recycling can easily become too institutional, too educational, or even boring. Exactly what IKEA isn’t. So instead of simply teaching people how to recycle, we set out to recycle the format and tap into something people are naturally curious about.

In theory, we all know how to recycle, right? But when the moment comes, certain products still make us doubt. And IKEA knew exactly which ones they were. So, we invited artist ELLEONOR to create an exclusive temporary flash tattoo collection featuring the eight IKEA products people most often recycle incorrectly.

These tattoos were worn by influencers, from young creators to public figures, to spark curiosity among their audiences (“A new tattoo? What’s the meaning behind it?”), creating the perfect opportunity to start a conversation. A playful, strategic campaign designed from scratch to turn curious eyes into more conscious minds.