A P R I C E T A G
T H A T
C H A N G E S
P E R C E P T I O N
A price tag is one of the first ever forms of media. It’s so old that the Romans stated it. It’s also the smallest form of media. And the most challenging space for creativity. So our Ikea affordable price tags were a challenge that needed much thought. We think we have proved that even the humble price tag could be the perfect place for creativity.
To show how affordable Ikea products were we took the price and turned it into a new currency. A stool equals 3 coffees. A table five packs of toothpaste. A cupboard equals 5 pizzas. This way our customers understood that you get a whole lot for the price of everyday things. So we changed the prices for graphic symbols of everyday things. The customers could now easily work out how little Ikea products were. And when they looked at how much they were getting. They loved the new currency.
My role: Idea and Art direction
Nominations so far:
MERIT / DIRECT MARKETING Print / Flat & Dimensional
SHORTLIST / PRINT & OUTDOOR Ambient Media (Indoor & Outdoor)
BRONZE / OUTDOOR Small Budget Campaign
BRONZE / PROMO Small Budget Campaign