With the new advertising campaign IKEA will make colored gray Belgian weekdays. It is planned to be implemented through the implementation of new products, which will tell customers specially designed posters, which have no analogues. The essence of a series of posters that from a distance they look like normal rectangles of different colors. To poster also indicate the price and product name. However, if you come closer and closer look, we will see the idea of advertising agency DDB Brussels.
The technology that was used to create posters, allows to show outlines of goods Only those who look at them from a short distance. The format and placement also help to create this effect: the advertising campaign is located at bus stops and sidewalks. As we approach the poster begin to appear contours of the furniture.
Yellow, red and green posters promoting the slogan "Choose your color", Urge everyone to update the interior, especially since the choice of the offered goods is within 25 euros. This price range, as conceived by the authors, will spur buyers to action. The campaign started on the eve of the Easter holidays, during which it is much easier to find time for home improvement.
Why stock has such a concept? In Belgium, a lot of gray buildings, gray streets and the weather here is also "gray" color. Therefore, for the country's need other colors, can refresh Belgium. Especially important is a fun update in the spring time.
The creative director was Peter Ampe, the creative team was Tim Arts, responsible for design - Andreea Buescu, Initiative Media was selected as the media agency.