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Published/Aired: 
November 2010
IKEA:  Pop-up
IKEA Direct Ad -  Pop-up

Description

The flat-packed DM was attached inside the IKEA's catalogue. While the customers open the package of dm, a three-dimensional LACK side table pops up immediately. This gives the experience of simple assembly of LACK side table, which leaves a deep impression as well.

Creative Director / Copywriter: Kelvin Lai
Art Director: Woody Hu
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Highest Rated

Guest's picture

look like they have a line on the box... "assemble in a flash" but not obvious or too small...

Guest
New Nice and Fun's picture

Pretty nice idea - IKEA = affordable + easy

Wish we can see the final results!

New Nice and Fun
Activity Score 377
joselucho's picture

Maybe this should have a little copy to close better the meaning of the ad.

joselucho
Activity Score 11
Copywriter at Periscopio
Guest's picture

I agree. I like the concept and execution (though I wish there wasn't paper between the legs) but it looks like there's no supporting copy. Something like "The LACK Table. Have it up in no time." or something along those lines to drive the point home.

Guest
Guest's picture

Thanks for you comment

Guest
Guest's picture
Guest
thedesignaddict's picture

No, this (security system) concept is definitely not better.

thedesignaddict
Activity Score 5403
Art Director at Freelance
morse's picture

It's a good idea, but this box has been used millions of times. Not new

morse
Activity Score 18121
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Guest's picture

look like they have a line on the box... "assemble in a flash" but not obvious or too small...

Guest
Guest's picture

look like they have a line on the table... "assemble in a flash" but hard to see...

Guest
Ads.chinaSMACK's picture

An innovative piece of DM but certainly not original....the security system box piece uses the concept with far greater effectiveness.

Ads.chinaSMACK
Activity Score 271

Advertising @ chinaSMACK
http://advertising.chinasmack.com

Guest's picture

Would have worked better in a non-IKEA publication - the reader is already thinking of buying from IKEA so as an advert it's not as effective as it could be.

Guest
Guest's picture

LOVE IT!

Guest
Xphia's picture

perhaps the kids would keep ask their parents for buying the real table too

Xphia
Activity Score 614
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