Swedish agency Åkestam Holst, Adweek’s International Agency of the Year for 2017, has been killing it with the Ikea work in recent years. And it starts out 2018 with a splash (sorry) by creating a magazine ad that women are encouraged to pee on.
Sounds a bit gross, and maybe it is—but there’s a fun twist. If you’re pregnant, peeing on the ad reveals a special discounted price on cribs, thanks to technology similar to that in pregnancy-test kits.
The ad was created in collaboration with Mercene Labs. See how it works here:
The ad is running in Amelia magazine, which the agency says is one of Sweden’s most influential magazines for women.
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