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, if 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.

During the event, parents and children would first construct a blanket fort from IKEA’s sustainably-sourced cotton products, before reading the book inside, under an LED nightlight.

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 portraits, showing that no matter who you are, you’re probably accidentally environmentally friendly.