Conventional billboards were modified with the installation of sliding PAX doors. Passerby could peek behind the closet by moving the wardrobe door on the billboard. Through this, a new location was created, in the absence of all competitors, to showcase the uniqueness as well as one of the biggest selling points of the product for those who usually would not be able to test it.41 hand-selected billboards in highly frequented places throughout Austria invited citizens to a playful and unconventional product demonstration.

This creative alteration of 41 conventional billboards launched a new IKEA showcase, strengthening IKEA’s image as leader in the industry, providing smart furniture solutions.Causing a whirlwind of international press and YouTube video mentions, this creative execution was able to communicate the company’s core values in an interactive way, snagging the 2011 CCA Award in Austria.