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IKEA'a Products Are Almost Invisible in the 'Choose Color' Ads

By: Laura McQuarrie - Published: • References: ikea & designtaxi
As IKEA describes, "Belgium is a gray" and to brighten up the city, the 'Choose Color' campaign was set up, literally infusing the city with bold, bright colors.

The campaign involved setting up a series of vibrantly-hued billboards that from afar, just seemed like big paint chips. From a distance, the only elements that were visible on the billboard were a big splash of color, the IKEA logo and a price tag, that seemed to be floating in the middle of the ad for no reason. But upon getting closer to the ads, people would soon see a very faint blueprint-like outline for one of IKEA's products.

Since it seems fairly odd for a poster to be essentially advertising the color green for $24.99, the ads incite curiosity and encourage people to look at them a little more closely. Stats for Colorfully Hidden Product Ads Trending: This Year & Average
Traction: 599 clicks in 37 w
Interest: > 3 minutes
Concept: "choose Color"
Related: 85 examples / 65 photos
Segment: Neutral, 12-35
Comparison Set: 31 similar articles, including: oddly assembled furniture, authentically remodeled rural homes, and powerful leaning trikes.