Ikea "The Lagom collection" by Proximity London

While a number of brands have upped their efforts to cut packaging and use recycled materials in recent months, fewer have zoomed in on the second word of the sustainability mantra "reduce, reuse, recycle".

That's the basis for the collection of "products" featured in this new Ikea campaign, which runs on email and social.

It is inspired by Lagom, a Swedish philosophy that means "using just the right amount to live", and demonstrates how simple changes can help people to live more Lagom. The work was by Proximity London. 

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