IKEA: Moving Day.

Every year on July 1, nearly a quarter-million Montrealers move. They call it Moving Day, and with so many on the move at once, it’s nearly impossible to find moving boxes. To make their day easier, we created and gave away 11,000 IKEA Moving Boxes. An IKEA meal coupon was printed on the box, along with ideas for using the box afterwards. Even the delivery truck resembled a box. People followed the truck’s route on Twitter to request a box drop-off.