Ikea uses shadows in out-of-home campaign to promote 2015 outdoor range

Ikea is promoting its 2015 outdoor range across out-of-home and digital with images of people’s shadows on a variety of backgrounds including bricks, a wooden fence and grass.

The campaign, created by The Monkeys, acknowledges that not all Australian backyards are large areas of grass, with many Australians outdoor spaces limited to a small courtyard or a balcony.

Ikea Australia external communications and media manager Peter Moore said: “For many Australians, one of the most important rooms isn’t actually in the house – it is their outdoor space. This becomes even more apparent over the summer and holiday months.”