One can save a little money by purchasing unassembled furnishings, and the Meu Movel de Madeira ads demonstrate -- albeit slightly exaggeratedly -- that this method is actually little more work than having whole tables, chairs and beds delivered right to your door.
The Brazilian furniture store seems to operate on something similar to the IKEA principle of elementary DIY when you purchase its products. The Bronx Comunicação advertising agency aims to communicate the ease with which one can turn a box of parts into full-fledged furnishings by using the imagery of a jack-in-the-box. A storage bin, a seat and a shelf fling out of their corresponding crates from tightly wound springs in these Meu Movel de Madeira ads, presenting them to the owner with the same assertiveness as if they'd been brought in built by a delivery van.
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