ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Innovation / Advertising
Annual ID
ADC_INV18003B
About the Work
The purpose of the The Pee Ad was to engage and interact with women who are planning on, or thinking about having babies. It should also fit IKEAs brand-concept ”Where life happens”. A concept about helping people in the everyday lives. At first glance, The Pee Ad was just an ordinary retail ad, promoting a baby crib. But after reading it, you realized that it was also a pregnancy test. All you had to do was to urinate on the marked area in the ad, just like you would on an ordinary pregnancy test. If you were pregnant a better price ”magically” appeared under the cribs pre-printed price. The price was the price you get as a member in the Ikea Family Club. You didn’t have to bring a pee soaked ad to IKEA. It was reminder about the lower prices you can enjoy as an IKEA Family-member.
2018 Awards
Total Points: 10
Bronze Cube
Credits
Agency
Akestam Holst / Stockholm
Producer
Mimmi Morén
Product Manager
Kjell Mansson
Agency Producer
Henrik Adenskog
Digital Artist / Multimedia
Nisse Axman
Creative Team
Hugo Wallmo
Evelina Rönnung
Magnus Jakobsson
Anna Forsberg
Ida Persson
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