Ikea Outdoor Brilliance by German Agency Thjnk

Ikea Uses Poorly Assembled Billboards to Admit Its Furniture Is Hard to Put Together – Luckily, there’s help.

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Everyone else makes fun of how painful it is to assemble Ikea furniture, so why can’t Ikea? And the company does in these fun billboards, from German agency thjnk, that are themselves poorly assembled—to advertise the brand’s assembly service. Such a simple idea.

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Thjnk has been doing eye-catching Ikea work for a while, including one of our favorite out-of-home ads of 2014—the RGB billboard that ingeniously turned nine square meters of ad space into 27 square meters.

Ikea’s Amazing RGB Billboard Is One of the Coolest Ads It’s Ever Made – Making the most of limited space.

German ad agency Thjnk and production studio I Made This teamed up to create Ikea’s “RGB billboard,” which—much like Ikea furniture itself—makes the most of some very limited space.

The board features three different headlines superimposed on each other in different colors—cyan, magenta and yellow. At night, the board shines red, green and blue (RGB) lightbulbs on the board, revealing, in turn, the different headlines. Red bulbs illuminate the cyan text; green lights up magenta; and the blue-purple lights make yellow visible.

And that’s how you turn nine square meters of ad space into 27 square meters.

It’s a delightful little visual trick that embodies Ikea’s space-saving message. Now, if only it worked a little better during the day.

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