This new IKEA ad doubles as a pregnancy test
by Maggie Downs posted in Life
Pregnant and looking for a sweet deal on a crib" Urine luck.
IKEA teamed up with Swedish advertising agency Ã…kestam Holst on an innovative print concept that is a coupon and a pregnancy test, all in one. But instead of a blue line or a plus sign, this pregnancy test offers you a better price on a new baby crib.
The print campaign has been running in Sweden?s most influential women's magazine and is part of IKEA's larger brand concept, "Where Life Happens."
Though the piece looks like an ordinary IKEA ad, this one invites the reader to pee on it. Once a small amount of urine is applied to the marked area, the ad will change before your eyes -- but only if you're pregnant!
Of course, the production of the ad was a technical challenge. It took about 3 to 4 months to produce in collaboration with medical tech company, Mercene Labs. Here's how it works!
"The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a color change," according to a statement from the agency. "For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics."
I think the ad is the pee's knees, and I would not hesitate to go number one on it. But some of my closest mom friends immediately recoiled.
"Please d...
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