Magic Mirror

Augmented Reality

2015

Leo Burnett, Toronto

To get people excited about getting into a better bedroom, we put them inside of one with the IKEA Magic Mirror. We built a façade of an IKEA bedroom, with a two-way mirror that hid a high-definition screen. When visitors stepped up to the mirror, it cut them out of the mall and put them inside a beautiful IKEA bedroom. No green screen. No sets. Just magic.Results: 3.6 million impressions and 19,000 active engagements.

Company: Leo Burnett, Toronto
Chief Creative Officer: Judy John
Creative Direction: Judy John, Lisa Greenberg
Group Creative Director: Morgan Kurchak, Karen Larmour
Art Direction: Mike Morelli
Copywriting: Marty Hoefkes
Agency Producer: Anne Peck
Director, Creative Technology: Felix Wardene
Project Manager: Thomas Degez
Senior Vice President, General Manager: David Kennedy
Group Account Director: Natasha Dagenais
Account Director: Danielle Iozzo, Allison Tang
Planner, Director: Brent Nelsen
Planner: Lisa Hart
Social Media Planner: Michael McDonald-Beraskow
Media Agency: Jungle Media
Vice President, Media Connection Planner: Brooke Leland
Media Non Broadcast Planner: Janet Xi
Technology, Production Partner: Foundation Creative Studio