We’re always on the lookout for printed materials which disrupt, engage and capture attention in a way no other medium can – and once again self-confessed lovers of print Ikea (Just search for BookBook) have raised the bar.
When Ikea took out a one-page ad in Swedish women’s magazine Amelia, it wasn’t long before they made global news.
By encouraging women to pee on the specially engineered stock, Ikea was able to identify expecting mums – and serve up a 50% discount on an Ikea crib for a positive result.
The incentive was a nice touch. But really, it was the playful, edgy idea and execution – which the audience had never seen before – that cut through.