Pay With a Sock
8 Stores Across Belgium
8 Giant Jäll Laundry Bag
+12,000 Socks Collected in 1 Day
Description
For one day, IKEA Belgium let you pay for your storage furniture with a sock. Not metaphorically. The odd, lonely one that's been living under your couch since February. The universal symbol of house chaos.
Belgians brought it to IKEA, threw it in a giant laundry basket, and walked out with a discount on storage furniture.
232 kilos of socks were collected across Belgium in a single day. Every single one upcycled into door draft excluders by L'Ouvroir, a company employing people with disabilities, and donated to families in need at Christmas.
This professional campaign titled 'Pay With a Sock' was published in Belgium in September, 2026. It was created for the brand: IKEA, by ad agency: Ogilvy SocialLab. This Ambient medium campaign is related to the House, Garden and Household Products industries and contains 4 media assets. It was submitted about 6 hours ago by Jeremie Goldwasser of TBWA Belgium.
Credits
Executive Creative Director: Jérémie Goldwasser
Creatives: Ramin Afshar, Danny Vissers, Marine Quéré, Clementine Bailly
Group Account Director: Stephanie Torfs
Account: Louise Laes
Strategy: Alex Hardouin
Graphic & Motion Design: Xavier Vanderplancke
Agency Producer: Caroline Van Ranst & Ingeborg Van Hoof
Production: Lovo Films
Media: Mindshare
Influence: OONA/BAAS
PR: Akkanto
