This was a biggie.

From vegetable museums, to cook books, to blanket forts, to bake-offs to 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, if multiplied by lots of people, can amount to 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.