IKEA: Cinema catalogue

Guerilla promotion teams equipped with powerful portable projectors brought names and prices of IKEA products during the movie on the screen – next to Brad Pitt, George Clooney and other famous actors. This surprising execution fits perfectly to the IKEA principle: surprise the many people with fresh ideas for everybody’s everyday life. After the show we consequently distributed IKEA catalogues in front of the cinema.      

Advertising Agency: DDB Germany, Berlin, Germany
Creative Directors: Tim Stübane, Birgit van den VAlentyn
Art Directors: René Gebhardt, Björn Kernspeckt
Executive Creative Director: Stefan Schulte
Chief Creative Officer: Amir Kassaei
Account Director: Stephen Kimpel
Account Manager: Petrick Baschinski
Graphic: Peter Schönherr, Anke Zink

December, 2009


Scrapenbaker's picture
404 pencils

i like the idea, but I would be pretty pissed paying a lot of money to go once in a while to the movies and get anoyed by such a thing. Would work for me if the movie is free or if they just would do it in the other commercials before the movie...

My_friend_Goo's picture
292 pencils

I would get so annoyed by this. You have to love it

daniel ieraci's picture
daniel ieraci
333 pencils

I agree. It would really piss me off to have my movie experience interrupted like this, but the idea is so nice that it's hard for me to hate it...

pulautikus's picture
118 pencils

irritating but intrusive.
either you hate em or love em - i guess not everyone thinks adworld.

peak900's picture
211 pencils

cannes gold, I bet they'll win

Adman25's picture
8 pencils

definitely Cannes Gold, disruptive idea consider you're paying for a cinema experience but it's bloody FANTASTIC!!!!!

Wordnerd's picture
6692 pencils

that would so piss me off

sirvan's picture
29860 pencils

Just how is annoying the shit out of people, and ruining their movie-going experience that they paid good money for "Cannes Gold!"?

Seriously, just because you CAN do something, doesn't mean you should. Good advertising is all about being creative and innovative, while at the same time being APPROPRIATE to the audience and the situation. And to ultimately make the execution NOT feel like advertising.

But this is advertising at it's worst: intrusive, insensitive, and self-absorbed.

Nobody gives a flat shit about your stupid Ikea prices. They want to see their movie. You idiots.


"I love some things, and don't love some other things."

kgeiger's picture
7287 pencils

I like the idea, but I can just imagine Ingvar Kamprad choking on a hot dog at the sight of the top left-hand side film still. Not exactly in line with the IKEA CI...

dsklan's picture
1926 pencils

is there really ikea furnuiture in hollywood movies? i dont think so...

silvi's picture
4172 pencils

Different. I don´t have any problem with cinema advertising. It doesn´t bother me. Come on! We are advertising workers. This is our business!

sirvan's picture
29860 pencils

This isn't "cinema" advertising. This is some douche projecting Ikea Prices onto the movie you paid good money to see.

I don't have any problem with advertising in movie theaters (although sometimes there's way too many, before the feature starts), but this is too much. This is the ad equivalent of some moron talking loudly during the film, or a cellphone repeatedly going off. It's just not cool.


"I love some things, and don't love some other things."

p.syche's picture
267 pencils

advertising attacks us everywhere we go and i hate that.

BUT this is sooooo creative! I can't not be impressed by it!!!

Wordnerd's picture
6692 pencils

people give a shit how creative you ruin their movie. you sit there watching 10 - 30 Minutes of commercials before it starts and then some smartasses found another way to bother you? this is going too far.

This idea damages the brand, the cinema and the movie just for the hope to win an award.

and if this wins anything, i quit.

Marv's picture
53 pencils

It won anything: Cannes Silver

beingofageoldgrace's picture
353 pencils

if it is during the commercials bfore the film: gold
otherwise its annoying

mycidea's picture
90 pencils

I don't like any kind of AD during movie even if it may seems creavitive and fun.
Agree with sirvan.

yojimbo's picture
58 pencils

this is wrong.
creative....but wrong.

funky_frogii's picture
2536 pencils

there is no logo in the projection.

Infected by a virus called CREATIVE | "And ya I Love Everything"
http://addot.blogspot.com | http://creativecreepers.blogspot.com

mgriff21's picture
592 pencils

The idea is good. But people would get pissed off if their movie was interrupted by this ..

I'm here doing this, but feel I should be there doing that. But to do that, I have to be doing this. Does this make sense or do I have to explain that?

Hiperion's picture
3138 pencils

of course not...

tchifi's picture
164 pencils

I would get totally mad ! The idea is great and fresh but so totally intrusive. It's not doing the brand any favours !!! I would have given a 8 should the idea have been pushed somewhere else.

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