IKEA Lack Side Table: Pop-up

The flat-packed DM was attached inside the IKEA's catalogue. While the customers open the package of dm, a three-dimensional LACK side table pops up immediately. This gives the experience of simple assembly of LACK side table, which leaves a deep impression as well.

Creative Director / Copywriter: Kelvin Lai
Art Director: Woody Hu

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13 comments

New Nice and Fun's picture
New Nice and Fun
377 pencils

Pretty nice idea - IKEA = affordable + easy

Wish we can see the final results!

joselucho's picture
joselucho
11 pencils

Maybe this should have a little copy to close better the meaning of the ad.

Guest's picture
Guest

I agree. I like the concept and execution (though I wish there wasn't paper between the legs) but it looks like there's no supporting copy. Something like "The LACK Table. Have it up in no time." or something along those lines to drive the point home.

Guest's picture
Guest

Thanks for you comment

Guest's picture
Guest
thedesignaddict's picture
thedesignaddict
5391 pencils

No, this (security system) concept is definitely not better.

morse's picture
morse
15972 pencils

It's a good idea, but this box has been used millions of times. Not new

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Guest's picture
Guest

look like they have a line on the box... "assemble in a flash" but not obvious or too small...

Guest's picture
Guest

look like they have a line on the table... "assemble in a flash" but hard to see...

Ads.chinaSMACK's picture
Ads.chinaSMACK
271 pencils

An innovative piece of DM but certainly not original....the security system box piece uses the concept with far greater effectiveness.

Advertising @ chinaSMACK
http://advertising.chinasmack.com

Guest's picture
Guest

Would have worked better in a non-IKEA publication - the reader is already thinking of buying from IKEA so as an advert it's not as effective as it could be.

Guest's picture
Guest

LOVE IT!

Xphia's picture
Xphia
614 pencils

perhaps the kids would keep ask their parents for buying the real table too

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