The IKEA catalog has been distributed in Denmark for decades but as part of a new digital transformation, the catalog is now only available online. To bring awareness to this fact in a fun way IKEA Denmark created an out-of-home advertising campaign that shows just the silhouettes of the new products from IKEA. As such, the furniture and decor pieces shown in the advertisements look as though they've been clipped out to reveal snippets of the city behind them.
Each ad simply states that the IKEA "catalog has moved online" and that the furniture pieces can be found on IKEA Denmark's online site.
The introduction of a digital-only IKEA catalog in Denmark not only supports consumer preferences for digital media but also an eco-friendly form of advertising.