|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|
|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|
|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.