Have you ever thought about how much you spend on coffee every week? IKEA has.

In 2016, we changed the value of furniture and put IKEA’s products right amongst the least expensive things in life. Instead of money, we used coffees, toothpastes, soda cans, stamps and pizza boxes as a visually striking new currency. 
In 2017 to tout IKEA’s seasonal sales, we simply showed visually the currency’s depreciation, by removing some of the very elements that helped build it. Now a table that was worth three coffees costs just two. A simple change that changed people’s perception. And made them see that what was already affordable is now 30% OFF.

Nominations so far:

CANNES LIONS 2017
Bronze Lion – Print & Publishing / Retail & e-commerce Campaign

Featured at Lürzer's Archive