The Good Ship IKEA

Background

IKEA’s most sustainable UK store was set to open in Greenwich, London. The brief was to raise awareness of the new store and its sustainability credentials by creating an experience that would capture Londoners’ interest while doing good for the environment. The audience was primarily residents of South London (the catchment area for the Greenwich store). The objective was to create interest and awareness around the new store while also cementing IKEA’s sustainability credentials.

Idea

The new IKEA Greenwich store is located in close proximity the River Thames. Every year over 300 million tons of rubbish ends up in the river. The idea was to help tackle this problem by going high-tech on one of IKEA’s most loved products – the SMÅKRYP bath boat toy. Giant remote-controlled versions of the boat were made using cutting-edge technology to clear rubbish from the Thames. Londoners were invited to come and have a go at captaining the boats and help clean up London’s iconic river.