Ikea Made Fake Magazine Covers for Its Catalog So People Won’t Steal It

Who wants to read all about spoons?

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Ikea prints more than 200 million copies of its catalog every year, so you figure there’d be enough to go around. But if you need to protect yours from thieving friends, Ikea has a solution.

Working with DDB Milan, the retailer designed fake magazine covers, downloadable and printable online, that fit the exact dimensions of the catalog. Just print out the fake covers, slip them on, and no one will both the catalog again—because these bogus magazines, aimed at the Italian market, don’t exactly look like scintillating reading.

There’s a magazine about sheepdogs; one about lawnmowers; another about lampposts. One is devoted entirely to spoons. Another focuses solely on mushrooms.

Check out nine of the fake covers below. They’re all available at ikea.it.

Client: Ikea
Agency: DDB, Milan
Executive Creative Directors: Luca Cortesini, Michelangelo Cianciosi
Client Creative Directors: Matteo Pozzi, Samantha Scaloni
Cover Designers: Matteo Pozzi, Samantha Scaloni, Pierpaolo Bivio, Camilla Nani, Marco Flaviani, Alessandro Monestiroli
Social Media / Community Manager: Fabrizio Stoppa
Production Agency: Withstand Film
Directors: BOM

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@nudd Tim Nudd is a former creative editor of Adweek.