Why the hell not?
Some days ago, instead of going all out for a tradition ad campaign with a commercial or a print, IKEA had this brilliant idea of building and more importantly furnishing 2 small 54m2 apartments in the middle of a Paris metro station.
Then they simply gathered 5 volunteers to live there for a week from the 9th to 14th, showing in first hand to the public the outstanding storage capabilities of their products. This way its as true as you can see and you don't have the chance to think "Its only true because its a commercial"
So, check out right here the apartments montage and a short clip of the first day they spent there. You can watch the rest of the "episodes" on Youtube since for each day, one video was posted.
Completely out of the box right?
That's how we like to see brands advertising their products!
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