Ikea is using cardboard boxes in advertisements
Ikea pops up in New York
Ikea has turned to the humble cardboard box to promote its first store in New York. The box is the creative motif for the campaign – TV ads show the city being built out of cardboard – as well as appearing in six sheets. Special pop-up rooms packed with Ikea furniture in key locations also appear to be constructed from the boxes in which the Swedish retailer sells its flat-packed furniture.
Editor’s comment
This campaign shows how great ideas can travel. Ikea did pop up rooms in car park spaces in the Netherlands back in 2002 and the concept has also been translated to Japan (in 2005-06).
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