Grand LIA   |   Winners   |   Finalists

Non-Traditional
Retail

Bronze Winner

Entrant: thjnk, Hamburg

IKEA
"The IKEA RGB Billboard"

Corporate Name of Client: IKEA
Account Managers: Björn-Thore Bietz/Sandra Stoltze/
    Constanze Frink
Strategic Planner: Alexander Kovrigin
Agency: thjnk, Hamburg
Chief Creative Officer: Armin Jochum
Executive Creative Director: Bettina Olf
Creative Directors: Georg Baur/Torben Otten
Art Directors: David Lasar/Nicolas Schmidt-Fitzner/
    Niko Auf dem Berge
Production Company: I MADE THIS
Director: Dominic Repenning

Description of the Project:
1. Brief:
Show that IKEA offers not only furniture, but clever small-space solutions.

2. Creative solution:
When space is limited at home, you need clever solutions. That also holds true for advertising. Our idea: 1 billboard. 3 headlines. 3 colors. 3 light bulbs. When the billboard is illuminated by green light, only the text printed in magenta is legible. Bluish-purple light makes yellow visible. Red light reveals blue. This is how we turned 9m2 into 27m2. And one billboard into much more than just one billboard. 

3. Why it was relevant:
With a simple billboard and just three different lights, we showed the audience that IKEA is still the master of intelligent small-space usage. An important message especially for the many students who just started college and had to move into a small-space apartment.

4. Results:
Our clever billboard not only used 27m2 instead of 9m2, it reached far beyond its frame and into the online world. Dozens of important websites (Time, Mashable, Adweek and many more besides) featured it, generating hundreds and thousands of views among our target group worldwide—and all for the price of a single billboard.

5. Summary:
We wanted to show how easily IKEA’s small-space solutions can turn just a little space into more. Because when your space is limited, you need clever solutions. That holds true not only for interior design but also for advertising. Our idea: 1 billboard. 3 headlines. 3 colors. 3 light bulbs. When the billboard is illuminated by green light, only the text printed in magenta is legible. Bluish-purple light makes yellow visible. Red light reveals blue. This is how we turned 9m2 into 27m2. And one billboard into more than just one billboard.