A few people in the marketing world might say that the print medium is dead. But with this daring interactive print ad for IKEA, I would beg to differ. The task for IKEA’s agency of record was to attract expectant mothers to purchase their cribs. So if you happen to be the target audience, and can prove your pregnancy through the urine test (integrated within the ad), you’ll reveal a discount towards your purchase. And even if you’re not the audience, or are put off by the stunt in anyway, you have to admit this ad has talk factor. Creative: Åkestam Holst/NoA, Stockholm, Sweden
