The Swedish summer can be unpredictable and often quite cold. So Åkestam Holst NoA and IKEA are bringing sunshine to cafés to give diners some summery warmth.

A specially built billboard (in fact, a giant IKEA NISSEDAL mirror), controlled by a GPS motor, reflects natural sunlight to outdoor seating areas that would otherwise be in the shade. Thanks to the GPS, the mirror’s angle is automatically adjusted in real time according to the sun’s position to ensure warmth.

“Making the most of one’s resources is at the heart of IKEA. That’s why the idea felt just right,” stated Rickard Beskow, copywriter at Åkestam Holst NoA.

The campaign went live in Stockholm, Sweden, at selected locations. The hope is to take the installation on a larger tour in the future to help chilly café-goers across the country.

“We know how crowded outdoor seating areas can get when the sun comes out. At the same time, it’s a bit sad for us at IKEA to see outdoor furniture standing empty and alone in the shade. To give people more places to enjoy the sun and to ensure that more outdoor furniture is used, we created this initiative, which has been praised by both visitors and café owners,” added Jonas Westberg, marketing communication leader at IKEA Sweden.

“As is often the case in IKEA’s campaigns, the product is the hero; this time, it is the NISSEDAL mirror that gets to shine a bit extra. At its core, it’s a simple innovation that represents what IKEA stands for – smart solutions for many people,” noted Michal Sitkiewicz, art director at Åkestam Holst.

Credits:
Client: IKEA Sverige
Marketing Communication Leader: Jonas Westberg
Integrated Media Leader: Sanna Green

Creative Agency: Åkestam Holst, NoA
Art Directors: Michal Sitkiewicz & Eva Wallmark
Copywriter: Rickard Beskow
Client Director & Client Lead: Sophia Wattjersson
Account Manager: Anna Nollendorfs
Creative Director: Daniel Vaccino
DoP, Editor & Grade: Carlos Carrasco
Film Producer: Joanna Nilsson
Client Director: Linda Rosenberg
Trainee Account Manager: Frida Nilsson

Production: Havelle & Ocean Outdoor