Ikea’s peephole

The retailer gives a glimpse into its new catalogue.

At the corner of Bay and Wellington in downtown Toronto, a giant Ikea box, created by Leo Burnett, sits patiently waiting. But there isn’t an Ektorp couch or Hemnes bookcases in need of assembly inside. Instead, when passersby peer into the cut-out letters, they will see every page of the new mobile-heavy catalogue. The giant box, which also appears in Montreal, Vancouver and Calgary, wants people to find their favourite page. This is voyeurism we can get on board with.

(And since the promo for the catalogue commercial is so cute, check it out again below.)


Advertiser: Ikea Canada
Agency: Leo Burnett
Media buyer: Jungle Media