A Better World Starts At Home
IKEA
2019

From vegetable museums, to cook books, to blanket forts, bake-offs and bedtime stories... we built an entire world in stores and online that allowed IKEA to open up a discussion with their customers about sustainability.

Everything centred around the economics of scale: that one tiny change, when made by lots of people, can make a huge difference.

Here are a couple of my favourite pieces from the campaign...








Sweet Cotton Dreams

A children’s book that explains how pillows and blankets are grown, all through the dream of a young girl called Femke. This was part of an instore event called The Sustainable Sleepover.




Credits:

Agency: Anomaly Creatives: Tom Bird, Tom Biddulph, Alice Isakson, Leanne Dingwall Writers: Tom Bird, Becky Ross Art Director: Tom Bird Illustrator: Anna Kovecses Producer: Lio Dijkman






Accidental Environmentalists

A series of short Instagram films, showing that how no matter who you are, you’re probably accidentally environmentally friendly.





Credits:

Agency: Anomaly Creatives: Tom Bird, Tom Biddulph Creative Directors: Afshin Moeini, Christian Poppius Director: Rene Nuijens Producer: Suzanne van den Bouwhuijsen




Collaborators:
Mother [UK]
4creative [UK]
Wieden + Kennedy [UK]
Mr. President [UK]
WE ARE Pi  [NL]
Anomaly [NL]
Halal [NL]


Press:
Viceland
i-D magazine
It’s Nice That
Creative Review
STACK Magazines
The Guardian

CNN



Clients:

IKEA
Desperados
The Body Shop
Desigual
Nike
Greenpeace
Channel4
Netflix
Lego
Wrangler
Martini
O’Neill
Paddy Power
Edinburgh Fringe Fest
D&AD




Honours:
1x D&AD Pencil [Student]
2x D&AD Pencil [Professional]
1x Clio [Gold]
1x Campaign Award [Gold]

Sold in 20+ bookstores
around the world


Exhibitions:

– Brno Bienniale
of Graphic Design [CZ]
– ‘New Radicalism’,
Zoho, Rotterdam [NL]
– ‘Insert Concept’,
ISO, Amsterdam [NL]



Talks:
– D&AD Awards, 2012 [UK]
– Adweek Europe, 2015 [UK]
– Glug, 2018 [NL]




Based in Amsterdam,
Available worldwide ︎



hello@tombirdistheword.com