Show, don't tell | MarkeTHINK zone

Just IKEA

The communication campaign today is developed by ad agency NoA Akestam Holst for IKEA and it successfully combines several principles of effective creative communication:

one clear idea;
strong visual metaphor;
minimal text;
high brand recognition;
integration with the physical environment;
and emotional engagement through surprise and humor.

Instead of listing product features such as capacity, durability or convenience, the communication campaign visualizes them through a memorable metaphor.

And this follows one of advertising’s most effective principles – show, don’t tell.

The unusual execution for sure captures attention in the crowded advertising environment especially when the product benefits are communicated through a simple, intelligent visual idea rather than relying on explanations.

This communication campaign demonstrates how creative execution can transform an ordinary household item into a memorable brand experience.

Enjoy!