Directional Walk-Encouraging Ads

Furniture shop IKEA captures the attention of consumers in London with an eco-friendly urban initative. The campaign is launched in collaboration with creative firm Mother London and is geared to bringing consumer attention to the megastore's new sustainable location in Greenwich.

The eco-friendly urban billboards are dispersed throughout London, giving directions to how people can reach the new store. The posters encourage walking — the most sustainable form of transportation, by offering the exact count of steps one would take on average to reach IKEA's Greenwich location. In addition, the campaign also opts in to be "accessible-friendly" as it "shows a public transport route" that has been arranged by Transport for London. Minimalist and informative, the eco-friendly urban billboards are sure to inspire individuals to take a walk.