IKEA Pee Ad
Award: Graphite Pencil
Graphite Pencil / Direct / Direct Response/Press & Poster / 2018
This ad doubles as a pregnancy test. And according to its headline, peeing on it could change a woman's life. The slightly unorthodox idea stems from IKEA's brand concept 'Where Life Happens,' with the purpose of engaging with would-be mums, while conveniently keeping the brand fresh in their minds.
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