In the past I have posted about billboards using light to transform, such as: Newcastle Shadow Art Billboard, QR Code Created By Shadows Boosts Sales 25% During Lunchtime, Nivea Demos Sun Protection in Brazil with a Million Beads and a Billboard, but this concept from IKEA is in a class by itself. Not only does it use light to transform, it uses light to triple the ad space with three messages without tripling the budget.
It’s just cool, creative, and SMART – like print should always be! Congrats to German ad agency Thjnk, and of course IKEA for always thinking outside of the box… even though all their stuff comes in one!
