IKEA placed a creative press advertisement in the ‘Mandurah Mail‘, in Western Australia, inviting readers to slide to open, in the same way wardrobe doors slide to reveal storage solutions.
The IKEA Change series was developed at 303 Advertising, Perth by creative director Lindsay Medalia, art director Richard Berney, and photographer Nic Montagu.
Richard Berney is happy with the way it worked out. “The mechanism is the paper itself. We simply ran one full page advert near the front of the paper, and the second full page ran towards the back. It was vital that the second page would be exposed when you slide that first page away from the centre of the paper. The reproduction was great, and it lined up well – so we were all happy.”