A Better World Starts At Home

2020 is a big year for IKEA.

On course to meet a number of environmental targets, they wanted to get a dialogue going with their customers about sustainability.

I worked on the creative right across what became a global campaign entitled ‘A Better World Starts At Home’.

From in-store events, to vegetable museums, to bake-offs to children’s books – the final campaign had more consumer touchpoints (a.k.a ‘media’) than you can shake a particularly frisky stick at.

Here are a couple of my favourite pieces...

Sweet Cotton Dreams

A children’s book that explains how pillows and blankets are grown. This was part of The Sustainable Sleepover – an event we created that took place across European IKEA stores.


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

People think sustainability involves making life-altering decisions, but there are lots of small things that add up to a big impact.

We wrote a series of awkward Instagram films showing how you can still be enviromentally-friendly, simply by being yourself.


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

Based in Amsterdam – Available worldwide ︎