Giant Toys Tackle Thames Tidy Up
IKEA launches crafty craft to clean up London's waterways.
Created by Mother London as part of the launch of IKEA's new sustainable store in Greenwich, the project uses two remote-controlled, rubbish-clearing craft designed to look like the IKEA SMÅKRYP bath boat.
Ever had crazy dreams following a fractious family day out at a giant furniture retail store? An Alice in Wonderland dystopian nightmare, where giant toys with unpronounceable Nordic names come after you? No? Well you just might if you happen to spot IKEA’s latest campaign which features oversized versions of one of its toy boats.
Simultaneously scoring on the enviromental front, while promoting the brand’s new sustainable south-east London store, this genius campaign sees the store launch two vessels that will clear rubbish from London’s Deptford Creek in the coming weeks.
A shocking 300 tonnes of rubbish is hauled from the Thames each year, and each of these specially adapted unmanned sailing craft uses Chinese Orca technology that enables them to pick up 20kg of detritus in one go.
A collaboration with Creekside Education Trust, the project offers families the chance to remotely 'captain' the boat and helps free the Thames from surface debris. All the rubbish removed will be upcycled into a sculpture that will adorn the new Greenwich store.