Zig, Toronto are having fun with their latest Ikea campaign.

The unique print advertising appears in authoritative home magazines, where the headline “So comfortable, you’ll need shorter bedtime stories” is brought to life through the insertion of a book of extremely shortened versions of popular bedtime stories, written and hand-illustrated with the same care that goes into a real children’s book. To emphasize the coziness of IKEA mattresses, the stories do not mince words – the IKEA version of The Tortoise and the Hare reads “One day, a tortoise raced a hare. He won. The End.”

Client: Ikea Agency: Zig Toronto

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (4)

  • malar99's picture

    That´s really nice work and smart.

    Sep 24, 2008
  • alex's picture

    Now that's advertising for you. Lovely.

    Sep 24, 2008
  • Dabitch's picture

    I actually want the little books. They would amuse my oh-such-short-attentionspan daughter.

    Sep 24, 2008
  • alex's picture

    I can do this for you. Tonight's story - Little Red Riding Hood.

    Wolf eats granny. Wolf dresses up like granny. Girl vists granny. Wolf eats girl.

    Billy Goats Gruff:

    Goats fool troll. (Say that aloud - it's fun).

    Easy, really. I can do speed babysitting.

    Sep 24, 2008

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