Ikea, furniture mecca and place of (sometimes broken) dreams, is encouraging pregnant women to literally pee on its latest ad, which could earn expectant mums a hefty discount on a cot. The ad, which will run in Amelia magazine, a Swedish women's publication, works using the same technology as pregnancy tests, revealing an Ikea Family discount price under the original as if by hormonal magic after a pregnant woman pees on the special strip at the bottom of the page.
Akestam Holst, the agency that created the ad, worked with Mercene Labs on the tech involved in this truly unique — and seriously f*cking cool — Ikea Sweden advertisement.
"In order to make the interactive functions of this ad work in reality, we had to make several technical advancements," the agency shared with AdWeek. "The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a colour change. 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. Careful selection of materials together with a controlled capillary flow have been crucial for the success of this project. Technical advancements made during the work with this campaign have the potential to improve medical diagnostics."
Akestam Holst is out there in the year 3018 while we're all dipping our toes into 2018. This is the future, y'all.