Riding the wave of the infamous conspiracy theories, we analyzed the pages -ALL the pages- of many different, past IKEA catalogues and we dug up clues and premonitions of great world changes that would have taken place many months later. The result? 8 surrealistic, super-social videos that were shared and made people laugh and embrace IKEA's philosophy of change at the same time.

To launch the 2018 IKEA catalogue, we created a campaign that exposes the extraordinary prophetic power of the IKEA catalogues, unveiling to the world through 8 ironically shocking videos how it predicted so much more than just styles and trends: from the UK leaving the EU to the existence of UFOs.

The campaign, published on YouTube, Twitter and Facebook, gathered a lot of steam, collecting 12 million views, 70 million impressions and more than 7 million interactions, reaching the pages of both online and offline newspapers.

Every year,in every country,IKEA launches a new catalogue full of new products, new ideas and new solutions. How?With an ad, obviously.So, we had to shake things up and make the many people curious about the brand new IKEA catalogue in a totally new and unexpected way.That's why we decided to launch it using a language IKEA had never used before: the one of the billions of mind blowing,absurd conspiracy videos posted online in the internet era.Our predictions were silly, wacky and preposterous,but they all entertained our target audience.And like it happens with every crazy conspiracy theory,some people actually believed them.

Now more than ever, life is liquid, fluid. It evolves constantly, it twists and turns into every direction. And IKEA has always been partner in crime with the many people in their need for change: its catalogue is widely recognized by target as a main content of inspiration and change. A content that can express people's life not only in home furnishing also in wider aspects as social involvement etc. So, to celebrate the arrival of the new catalogue, we created a web campaign that stressed that IKEA has always been ready to welcome change. In a very special way.

With over 2 hundred million copies printed each year, the IKEA catalogue is the most popular book in the world. This iconic object has been anticipating people's needs, setting trends and predicting how life at home changes for over 60 years.