The IKEACinema Catalogue

Guerilla Promotion

Agency

DDB Berlin

Year

2009

Awards

The campaign received 17 international awards, including Silver and Bronze at Cannes and 3× Silver at the Epica Awards.

Originally tasked with designing a mailing for the IKEA catalog launch, we pitched a bigger idea: highlight IKEA products in blockbuster films. During screenings, portable slide projectors — simple setups with high-powered flashlights and lenses — projected IKEA products onto the screen, turning blockbuster films into cinema ads for the new catalog. Promotion teams ran 2–3 projections per movie over two weeks, with the catalog featured in the credits.