The Most Helpful Measuring Tape in the World

Background

For 38 years, the delivery of the IKEA catalogue to tens of thousands of Canadian homes was a much-anticipated event.

However, while people expected to get the catalogue every fall, their excitement had dwindled.

The task was not simply to motivate people to visit their local IKEA store but because the catalogue was a proxy for the brand, the communication needed to support its values and inspire.