Mother created an intriguing approach with billboard advertising in order to promote IKEA’s new Greenwich store, the most sustainable IKEA store ever. The ad agency devised a campaign that was aimed at highlighting the store’s eco-friendly credentials. Under this campaign, billboards and posters were developed and installed all over London with an aim to directing the would-be shoppers to the new store, and encouraging them to take the most eco-friendly route either on foot or by public transport. This is why the distance to store has been highlighted in terms of the number of steps and not in the form km.