The key message that IKEA delivers perfect solutions for small-space apartments is communicated by this ad using a simple billboard featuring three different headlines, colours and light bulbs for each board. These were superimposed in such a way that they visualise how much space can be created in relatively small surface area. When the billboard is illuminated by green light, only the text printed in magenta is legible, while bluish-purple light makes yellow visible and red light reveals blue. In an analogy to the confined space in small apartments, the clever arrangement of these elements tripled the space on the billboards from 9 to 27 square metres.
IKEA Deutschland GmbH & Co. KG, Hofheim-Wallau
thjnk ag, Hamburg
Chief Creative Officer:
Bettina Olf, Georg Baur, Torben Otten
David Lasar, Nicolas Schmidt-Fitzner, Niko Auf dem Berge