A Better World Starts At Home

From cookbooks to vegetable museums, to blanket forts and bedtime stories... we built an entire world in stores and online for IKEA to open up a dialogue 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 build a blanket fort using IKEA’s sustainably-sourced cotton products, before climbing inside to read our book – Sweet Cotton Dreams – under an LED nightlight.


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


A series of short portraits showing that no matter who you are, you’re probably accidentally-environmentally-friendly.


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