Ever since Netflix unleashed their pure series Tidying Up with Marie Kondo, the world has been busy decluttering their lives of bits and bobs (and maybe books) so it was only a matter of time before the big ol’ furniture companies jumped on-board the Marie Kondo train. And of course, IKEA – well IKEA Singapore – were the ones to do it.
To declutter, Kondo encourages her clients to use the blessed KonMari method. So, in order to choose whether or not to keep an item, people must seek joy in it.
Eg: You pick up a pair of jeans. Does it spark joy? Yes? Keep it. If it doesn’t? SEE YA – but not without thanking the item for serving its purpose.
Anywhoo, this fab piece of marketing appeared on IKEA Singapore’s Facebook page earlier this week. It begins by promoting some storage boxes – for all your random bits – or as Kondo would call it, your miscellaneous items. Atop the box set are the words “If it brings you joy…”.
The next part of the ad reads “If it doesn’t” and guess what’s beneath it.
A bloody bin.
Of course, both the box set and bin are white for peak minimalist-Kondo vibes.
See it for yourself below.
For – I assume – legal reasons, IKEA couldn’t use Kondo’s actual phrase of “Does it spark joy” but their alternative still gets the message across.
Although, unless it’s literal garbage, Kondo encourages her clients and fans to donate their things instead of just chucking it out.
You can find all eight episodes of Tidying Up With Marie Kondo on Netflix.
If you don’t have Netflix, you can also catch a string of delightful little lessons on the streaming giant’s YouTube channel.