# Cardboard Box Furniture Ads The LG K2 Kompressor Vacuum Cleaner Campaign Involves a Brand New Home By Meghan Young | Published 2013-07-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/lg-k2-kompressor-vacuum-cleaner References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/07/lg-k2-kompressor-vacuum-cleaner-office-bedroom-living-room/) & [yr](http://www.yr.com) The [LG](https://www.trendhunter.com/trends/cordzero-all-in-one-tower) K2 Kompressor Vacuum Cleaner ad campaign may look like a campaign for [Ikea](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog) at first glance. That is because it involves a bunch of cardboard box furniture pieces, as though it were alluding to the idea of self-assembly. Yet really the unorthodox furniture designs illustrate the tag line, "Your home clean as new." Conceived and executed by the [Young & Rubicam](https://www.trendhunter.com/trends/paris-printemps-popup) ad agency branch based in Sao Paulo, Brazil, the LG K2 Kompressor Vacuum Cleaner ad campaign was art directed by Jose Neto with creative direction by Rui Branquinho and Alexandre Vilela (Xa). The clever images were illustrated by artist Marco Cezar. Overall, the ad campaign appeals to people's sense of fun and imagination while alluding to the product's capabilities. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 40% | Activity: 52% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Cardboard Box Furniture:** Opportunity for disruptive innovation: Develop new sustainable and affordable furniture solutions using cardboard boxes. - **Self-assembly Furniture:** Opportunity for disruptive innovation: Create innovative self-assembly furniture designs that appeal to consumers seeking customizable and cost-effective home furnishing options. - **Imaginative Advertising Campaigns:** Opportunity for disruptive innovation: Explore unconventional and creative advertising approaches that captivate consumers' imagination and create a memorable brand experience. ### Where This Applies - **Furniture:** Opportunity for disruptive innovation: Integrate sustainable materials and self-assembly concepts into the furniture production process to offer eco-friendly and convenient solutions. - **Home Appliances:** Opportunity for disruptive innovation: Develop vacuum cleaners and other home appliances that embody a playful and innovative design, revolutionizing the way people clean their homes. - **Advertising:** Opportunity for disruptive innovation: Adopt imaginative and unconventional approaches in advertising to engage consumers on a deeper level and create a strong brand presence. ## Related on Trend Hunter - [Display-Equipped Vacuum Systems](https://www.trendhunter.com/trends/blend-i-vacuum-cleaner.md) - [Cubic Handheld Vacuum Concepts](https://www.trendhunter.com/trends/dust-box-vacuum-cleaner.md) - [Candid Furniture Campaigns](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog.md) - [Innovative Pet Vacuums](https://www.trendhunter.com/trends/cordzero-all-in-one-tower.md) - [Invisible Furniture Capsules](https://www.trendhunter.com/trends/invsbal.md) - [Social Home Cleaning Campaigns](https://www.trendhunter.com/trends/clr-brands-so-clean-so-hot.md) - [Table-Type Air Purifiers](https://www.trendhunter.com/trends/aero-furniture.md) - [Humorous Pet Furniture Campaigns](https://www.trendhunter.com/trends/utsdd.md) - [Playful Pet Accident Campaigns](https://www.trendhunter.com/trends/dont-worry-you-can-afford-it.md)