Ogilvy Social Lab Brussels has launched a new outdoor campaign for IKEA Belgium that turns the brand's long-standing commitment to affordability on its head, by pricing not the product, but the moments it creates. While most brands race to remove zeros from their price tags, IKEA went the other way. Each execution features a real IKEA product alongside its standard retail price and a second, almost infinitesimally small price for the moment the product makes possible.
