IKEA: Plant

Credits & Description:

Type of Entry: Corporate or Brand Identity
Category: Point of Sale
Title: PLANT
Advertiser/Client: IKEA
Product/Service: EARTH DAY
Design/Advertising Agency: LOWE & PARTNERS Petaling Jaya, MALAYSIA
Ng Heok Seong Lowe & Partners Executive Creative Director
Lee Foong Peng Lowe & Partners Art Director
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
Ng Heok Seong Lowe & Partners Art Director
Brief Explanation:
To paint an environmentally-friendly image for Ikea but to be able to do so on a shoe-string budget.
Describe the brief from the client:
To make shoppers aware that IKEA is committed to preserving the environment and that the materials it uses are from renewable forests.
Description of how you arrived at the final design:
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.
Indication of how successful the outcome was in the market:
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.