If you saw the billboard above, would you know it was all part of the plan or think that the installer should be fired? The billboard design is done according to plan, as part of a new outdoor campaign for IKEA. The company is acknowledging that their furniture is a bit of a pain to assemble, while also letting the public know that they do offer an assembly service.
German agency, thjnk, came up with the campaign. This isn’t their first eye catching campaign for IKEA…they also hit a home run for the brand in 2014 when they turned 9 meters of ad space in to 27. To do that, they superimposed three different colored messages on the billboard, then changed the lighting colors to reveal the different messages at different times, effectively displaying three messages where there was only room for one.
So if you are out and about when and if the campaign comes to Atlanta billboards, you may be one step ahead of the pack knowing the confusion is all part of the plan!