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thjnk Berlin

Let’s admit it: IKEA furniture is not always easy to put together. That’s why IKEA asked us to develop an out-of-home campaign for its assembly service. In an age where everyone believes that smart tech can replace savvy ideas, we proved the opposite. With totally everyday posters.

“Marketing best practice! Wooow!”

Business Punk

What made these different? The people putting up the posters got it completely wrong. Can happen to anyone. Just like with IKEA furniture. Our plan worked. This simple, analogous idea took the digital world by storm and was the talk of the town across the globe. Everyone was trying to decide whether what appeared to be incorrectly hung posters were an epic fail – or was it intentional?