# Cut-Out Furniture Ads These Ads Reference the Fact That the IKEA Catalog is Now Online in Denmark By Laura McQuarrie | Published 2019-08-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/the-ikea-catalog References: [adweek](https://www.adweek.com/brand-marketing/ikeas-furnishings-vanish-in-these-subtly-smart-ads-about-the-catalog-moving-online/) & [ikea](https://www.ikea.com/dk/da/) The [IKEA](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog) 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](https://www.trendhunter.com/trends/3d-billboards) 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](https://www.trendhunter.com/trends/ikea-australia-1). 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. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 79% | Activity: 80% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Digital Transformation:** The move to an online catalog represents a disruptive innovation opportunity for companies in the retail industry to embrace digital transformation. - **Out-of-home Advertising:** The use of cut-out furniture ads presents a disruptive innovation opportunity for companies in the advertising industry to create engaging and attention-grabbing campaigns. - **Eco-friendly Advertising:** The eco-friendly form of advertising employed by IKEA Denmark opens up disruptive innovation opportunities for companies in the advertising industry to explore more sustainable advertising strategies. ### Where This Applies - **Retail:** The shift to an online catalog by IKEA Denmark highlights a disruptive innovation opportunity for companies in the retail industry to leverage digital platforms and meet changing consumer preferences. - **Advertising:** The cut-out furniture ads by IKEA Denmark showcase a disruptive innovation opportunity for companies in the advertising industry to experiment with creative and unique out-of-home advertising techniques. - **Sustainability:** The eco-friendly advertising approach by IKEA Denmark presents a disruptive innovation opportunity for companies in various industries to adopt more sustainable advertising practices. ## Related on Trend Hunter - [Candid Furniture Campaigns](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog.md) - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md) - [Invisible Furniture Capsules](https://www.trendhunter.com/trends/invsbal.md) - [Humanizing Furniture Catalogs](https://www.trendhunter.com/trends/ikea-life-collection.md) - [Furniture-Honoring Campaigns](https://www.trendhunter.com/trends/wherever-life-goes.md) - [Anthropomorphic Store Campaigns](https://www.trendhunter.com/trends/short-social-films.md) - [Humorous Pet Furniture Campaigns](https://www.trendhunter.com/trends/utsdd.md) - [All-Dark Marketing Campaigns](https://www.trendhunter.com/trends/darkest-campaign-yet.md) - [Plush-Starring Sitcom-Style Campaigns](https://www.trendhunter.com/trends/life-in-stitches.md)