Only a printed paper magazine would have allowed us to go through the entire process of hand-writing an ad. As, instead of making a regular print-ad, we decided to make it unique, just like the hand-made glasses.

We printed the ad inside the magazine but, only partially. The incomplete printed ad had a simple pack-shot, a copy revealing the glasses’ unique story, a PS at the end announcing the readers that they won’t come across two prints that looked the same and an unfinished headline stating “Small imperfections make you…” This final word was ours to fill in. So, we teamed up, went to the printing-house and hand-wrote “UNIQUE” inside every magazine to complete our ad. Knowing the target we thought the execution would fascinate them, as they would have in their hands a copy different from all the rest.

In order for the reader to see the customized process, we posted a making-of-clip on YouTube. It raised a lot of views and buzz. It got out on blogs, update-sites and Facebook pages. And it has increased awareness among the art-community, a great part of the IKEA PS collection target. Also, on Facebook, people posted photos of their unique ad and started confronting each other. Of course no reader had come across two copies that looked the same. Just like the unique IKEA PS KALLA glasses. No buyer will get two matching pieces.