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.