IKEA Denmark are for the first time ever not going to release its famous printed catalogue and only letting the new products being viewable online. This is why the furniture store decided to cut out the products in their new ad campaign where it was supposed to showcase the new furniture collection.
‘The missing collection’ campaign was released in Denmark in August as the new furniture collection came out and ran as outdoor all over the country and as posters inside IKEA stores.
As the campaign needed to contain a message about the catalogue not being printed alongside promoting the new collection, the agency came up with the idea about completely removing the furniture from the campaign and made these untraditional looking posters.
