Ikea is bringing its catalogue to the streets in a larger than usual fashion, placing giant Ikea boxes in Montreal, Vancouver, Calgary and Toronto this week.

Passersby can see into the boxes through cut-outs of the words, “Find your Favourite Page,” which is precisely what people can do when they look in and see pages from the latest edition of the catalogue. The execution and campaign promoting the launch of the catalogue was done by Jungle Media and Leo Burnett. A street team is also on-site handing out copies of the new catalogue.

Morgan Kurchak, creative group head, Leo Burnett, says the experiential execution came from the idea that people look forward to the new catalogue each year, but everyone picks something different from the company’s new offerings.

“The peephole box was a way to turn that idea into an immersive experience for people,” he says. “One that was both engaging and visually interesting.”

Brooke Leland, connection planning director, Jungle Media, tells MiC the campaign also includes OOH, TV and digital pre-roll, adding the brand likes to ensure there is one element of experiential in every catalogue release in order to literally get the book into the hands of Canadians.

Spotted by: Katie Bailey, former editor, Playback and Media in Canada