Magic Mirror

Augmented Reality


Leo Burnett, Toronto

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

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.