Title | PLANT |
Brand | IKEA |
Product / Service | EARTH DAY |
Category | A07. Point of Sale |
Entrant | LOWE & PARTNERS Petaling Jaya, MALAYSIA |
Entrant Company: | LOWE & PARTNERS Petaling Jaya, MALAYSIA |
Design/Advertising Agency: | LOWE & PARTNERS Petaling Jaya, MALAYSIA |
Credits |
Name | Company | Position |
---|---|---|
Ng Heok Seong | Lowe & Partners | Executive Creative Director |
Lee Foong Peng/Ng Heok Seong | Lowe & Partners | Art Directors |
Ezra Foo | Lowe & Partners | Copywriter |
Nicole Wong | Lowe & Partners | Client Service |
Ong Bee Lin | Lowe & Partners | Client Service |
Hoch | Studio Pashe | Photographer |
Eddie Lee | Lowe & Partners | Print Producer |
Lisa Chong | Lowe & Partners | Print Producer |
Digiscan S/B | Color Separation |
To paint an environmentally-friendly image for Ikea but to be able to do so on a shoe-string budget.
To make shoppers aware that IKEA is committed to preserving the environment and that the materials it uses are from renewable forests.
First we drilled a tiny hole in the ear of the pinewood table, just tiny enough for a live tree sapling to go through. We then pushed the stem of the sapling through the hole. A wet tampon attached to the base of the sapling under the table kept the plant alive. So the impression created was that even the wood in the furniture in-store is still alive.
It generated a lot of curiosity in the store. 7 out of 10 people who saw it were curious enough to inspect this unusual thing further. Many also approached Ikea co-workers to find out more.