THE SITUATION:

We are living in dark times. By looking at the newspaper, at your electricity bill or simply out of the window last winter, this became quite clear. People were craving for a glimmer of light in the time of Europe’s biggest energy crisis.

THE BRIEF:

The Swedes have mastered the art of bringing light into darkness. So the briefing was simple: Make the world a little brighter using IKEA smart lighting solutions. And at the same time light up people’s mood with IKEA’s unique brand tonality.

THE SOLUTION:

Ever asked yourself why every famous portrait is dark in the background? IKEA believes that smart lighting can turn rooms into homes and make you discover untapped possibilities. So with the launch of the „Smart Masterpieces“ we did exactly that. All screens were equipped with motion sensors. As soon as passers-by approached the screens, the previously black backgrounds were brightly illuminated by IKEA lamps. The individually furnished rooms of the portrayed persons came to light. People thus learned the secrets of the portraits: The girl is apparently a beauty influencer filming herself with a smartphone. The turban is actually a towel that the man wrapped around his head after showering. And Albrecht Dürer is obviously an enthusiastic hard rock musician - hence his long mane. We reached thousands of people in various places in Vienna. And brightened gray days with their smile.