IKEA has launched a series of small joyful promotions both as part of its previous campaigns and as standalone mini projects. Kicked off in three different countries, the UK, Poland and France, these initiative are revolving around cats, chairs and carpool, and are united by one thing—the company’s strong dedication to delivering comfort by being eco-friendly (as well as simply friendly), loving and proving the durability of its furniture.

So, let’s start from the beginning. Building on the huge success of its feline promotion launched last year (the ‘Happy inside’ advert featuring 100 home cats spending night at the store and the behind-the-scenes video ‘Herding cats’ were extremely popular then), the retailer released a new short documentary dubbed ‘Pussy People’ about cat-owners. In the spot directed by Andrew Lang, IKEA is not promoting any of its products, instead it is featuring several people—cat show president Dorothy Woodhouse, cat lover Ros Hamilton and cat sculptor Beryl Reeves,—who are telling about what cats mean to them and why they decided to own so many of these pets. Other ‘pussy people’ can view IKEA’s products in a Cat-alogue, in which the furniture pieces are presented with a plethora of cats on (in, above, under, behind and in front of).

IKEA Poland tested the chairs from its range in a new and unexpected way. In March, the retailer approached Paul ‘The Chair,’ a street performer who drums on chairs in front of the central railway station in Warsaw. The musician was asked to play his tunes on these pieces of furniture—each day during the one-week experiment, Paul was drumming on a new chair, which received most votes from users on the IKEA Warsaw Facebook page. Once a chair was tested, the brand posted the results (always positive, of course) as well as the ‘concert’ video to its page. The initiative was developed by the JWT Warsaw agency.

The last, but not the least project dubbed ‘Le passager mystère’ (April 1–April 22) is targeted at French consumers who want to save fuel and money by carpooling. Consumers can register here as passengers and drivers—participants, who will take the ‘Mysterious Passenger’ in their car will win a 1,000 euros gift card.