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The brief called for ads that promote new items in the Ikea catalog while also acknowledging that, in Denmark at least, there no longer is a catalog.
So Danish agency Hjaltelin Stahl, owned by Accenture Interactive, came up with an outdoor campaign that does both in a visually clever way.
In out-of-home ads that have been running throughout August, the agency highlights new Ikea products without actually showing them. Instead, they’ve been cut out of the ads, leaving only a transparent silhouette of the products.
“Out catalog has moved online,” the headline of each ad says.
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