AptDeco

The Ask: Create a OOH campaign that targets GenZ and Millennials.

The Insight: Gen Z/ Millennials are more likely to purchase secondhand and preloved furniture because they are more environmentally conscious and value individuality.

The Idea: This campaign emphasizes recycling and repurposing furniture amid pressing environmental challenges. With issues like climate change at the forefront, reducing waste is a collective priority. Opting for second-hand furniture from AptDeco revitalizes each piece and minimizes unnecessary waste.

AptDeco will introduce a series of billboards showcasing how your furniture can find new homes where it's cherished in fresh, innovative ways, extending its lifespan beyond your ownership. Along with a multi-city activation, “New City, Same____.” This activation highlights the versatility of one furniture piece as it travels across the country and is styled in various culturally relevant rooms. For instance, if the pop-up is in Santa Monica, the room will incorporate beach elements. Other local AptDeco listings will furnish the rooms and be available for sale at the event. Employees will be present to discuss AptDeco's mission, the significance of buying second-hand furniture, and assist with purchases.