Rest in peace, Ikea catalog
In Denmark, IKEA is phasing out its printed catalog—with a successful campaign.
Goodbye paper, parting is painful. In the case of the Ikea catalog in particular - it enjoys cult status in many places and has already been explicitly promoted countless times with campaigns. For example, by Wirz with Karasek's catalog literary critique or furniture actor Torbjörn Lundberg, from BBH Singapore with the human Ikea catalog and from DDB Brussels with the human catalog actors.
In Denmark, this is now a thing of the past. The Scandinavians are the first country to no longer receive a printed catalog. From now on, Billy & Co. will only be available online. With the campaign "The missing collection," Ikea celebrated the new freedom from paper - with an outdoor campaign in which the products shown are missing. Away from paper, off into the digital world. The furniture look-through was created by the Danish agency Hjaltelin steel.
