When space is limited at home, you need clever solutions. That also holds true for advertising. Our idea: 1 billboard. 3 headlines. 3 colors. 3 light bulbs. When the billboard is illuminated by green light, only the text printed in magenta is legible. Bluish-purple light makes yellow visible. Red light reveals blue. This is how we turned 9m2 into 27m2. And one billboard into more than just one billboard.

With a simple billboard and just three different lights, we showed the audience that IKEA is the still master of intelligent small-space usage. An important message especially for the many students who just started college and had to move into a small-space apartment.

Our clever billboard not only used 27m2 instead of 9m2, it reached far beyond its frame and into the online world. Dozens of important websites (Time, Mashable, Adweek and many more besides) featured it, generating hundreds and thousands of views among our target group worldwide — and all for the price of a single billboard.