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In America, we’re pretty used to ads telling us how to find a chain’s nearest location, but the directions are usually based on interstate exits or measured in miles—and we expect to find sprawling tracts of available parking when we get there.
Ikea’s new ads for its Greenwich location in London offer a refreshing alternative: directions that encourage you to hoof it or hop on mass transit.
Promoting the location as Ikea’s most sustainable ever, the campaign from Mother London has speckled the area with out-of-home ads that provide directions in steps or by the most convenient mass transit option.
In a particularly good execution, side-by-side ads even give slightly different step counts:
The recently opened Greenwich Ikea features a variety of eco-friendly features in its design and offerings.
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