|[photos via Behance Network]|
It's not a real marketing campaign, but it sure would be a great one! Brazilian-born and Dubai-based designer Leo Rosa Borges conceived of this direct mailer for IKEA, mimicking the store's flat-pack furniture with a clever pop-up design.
The idea is to demonstrate how easily IKEA furniture is transformed from flat to finished. Of course, anyone who has spent countless hours with a screwdriver and a set of umlaut-accented directions know the folly of that statement, but it's an imaginative design none the less.