Noel Fenn/
Sean Perkins, art directors
Andrew Caie/
Matt Doran, writers
Ian Kay, associate creative director
Lisa Greenberg, creative director
David Federico/
Morgan Kurchak, group creative directors
Noel Fenn, designer/illustrator
Heather Morrison/
Dustin Rideout, planners
David Eades, agency producer
Judy John, chief executive officer
Leo Burnett, Toronto, ad agency
IKEA, client
Every year on July 1st, nearly a quarter-million people in Montréal, Québec, move. They call it Moving Day. With that many people moving on a single day, it's nearly impossible to find moving boxes anywhere in the city. To make the day easier for everyone, IKEA created the IKEA Moving Box: a truck that delivers moving boxes and looks like one too. The truck was equipped with GPS and its route was broadcasted live online. People used Twitter to find out where the IKEA Moving Box was going, and to request a drop-off near them.
