The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Innovation in Print & Outdoor / Print
Annual ID
OS_PO18071G
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: 25
Gold Pencil
Credits
Agency
Akestam Holst / Stockholm
Art Director
Evelina Rönnung
Hugo Wallmo
Executive Creative Director
Magnus Jakobsson
Producer
Henrik Adenskog
Product Manager
Kjell Mansson
Mimmi Morén
Digital Artist / Multimedia
Nisse Axman
Creative Team
Ida Persson
Anna Forsberg
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