This campaign showcases IKEA’s assembly service. The poster series visualises the issue of wrongly assembled pieces of furniture in a humorous way. At first glance, the four elements that make up the billboard poster appear to have been positioned in the wrong order. Viewers feel reminded of unsuccessful attempts to self-assemble furniture and thus are particularly receptive to the slogan “Our assembly service is happy to help”. In addition, the poster communicates essential information about the depicted piece of furniture, similar to the product information in the catalogue.