From day one, IKEA has believed that great quality shouldn’t come at a high price. IKEA has developed a tradition of putting prices in its ads.
But customers are often quick to judge a product’s quality by how much it costs.
How could Mother get consumers to focus on the quality of IKEA products, without being influenced by its low prices? It used extreme close-ups of the products to hide the prices, letting the quality of the products speak for itself.
The OOH campaign was shot by Marloes Haarmans.
