Swedish agency Åkestam Holst, Adweek’s International Agency of the Year for 2017, has been killing it with the Ikea work in recent years. They have started 2018 with a splash (literally) by creating an ad that encourages women to pee on the ad.
Whilst this does sound a bit disgusting, the ad uses technology similar to that in pregnancy-test kits, and if you are pregnant the ad will reveal a special discount once for a new crib.
The ad was created in collaboration with Mercene Labs. See how it works here:
The ad is currently running in Amelia magazine, which the Åkestam Holst claim is one of Sweden’s most influential magazines for women.
Here’s a bit more from the agency:
In order to make the interactive functions of this ad work in reality, we had to make several technical advancements. 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. 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.
This is definitely the coolest pee-based advertising since Animal Planet put urine-scented ads at the bottom of lampposts to attract dogs (whose owners then saw a larger ad at their own eye level promoting a dog award show).