There's more to Market Hall

Poster - Series

2017

Leo Burnett

Leo Burnett Chief Creative Officer: Judy John Group Creative Director: Sam Cerullo, Kelly Zettel Art Director: Sam Cerullo Copywriter: Kelly Zettel Agency Producer: Laurie Filgiano Group Account Director: Allison Litzinger Account Director: Danielle Iozzo Account Supervisor: Rebecca Simon Chief Strategy Officer: Brent Nelsen VP, Group Planning Director: Tahir Ahmad Photographer: Arash Moallemi Stylist: Sonia Rentsch

Every IKEA has an upstairs called the showroom, and a downstairs called Market Hall. Most people shop upstairs and then rush through downstairs. They think Market Hall is full of cheap stuff they don’t need, but it’s actually full of well-designed, smart and affordable products. The poster campaign changed the perception of Market Hall products by revealing the surprising benefits of the products with horizontal and vertical messaging to emphasize the smart design.