IKEA: Crossword puzzle

Objective

IKEA sought to engage Australian newspaper readers with an interactive, product-integrated creative experience. The campaign positioned CD shelving as a solution for music storage, tapping into the high-readership environment of newspaper puzzle sections to reach active, engaged audiences.

Solution

The campaign featured IKEA's CD shelving unit reimagined as a music-themed crossword puzzle placed directly next to newspapers' puzzle sections. The crossword mechanics incorporated the product as both the visual hero and the conceptual framework—readers interacting with the puzzle were simultaneously engaging with the product's storage function and design.

Results

Not published.