IKEA Wins Paris with Crooked Billboard Campaign

A Brilliantly Off-Kilter Campaign

Sometimes, you don’t need a massive production to stand out — just a billboard that looks like it was installed wrong.

At the busy Saint-Lazare train station in Paris, IKEA launched a smart and cheeky out-of-home activation: several billboards appear to hang from just one corner — as if they were missing a screw.

The message?
“Need a screw? Order your missing parts for free on our website.”

Buzzman and IKEA Keep It Real

Developed by Paris-based agency Buzzman, the campaign promotes IKEA’s free screw replacement service — a benefit that solves common customer frustrations.

It’s funny, practical, and very IKEA:
A brand that knows its audience and doesn’t take itself too seriously.

Why This OOH Campaign Works

Launching the stunt in one of Paris' most transited hubs ensures maximum exposure. The visual is simple but disruptive — and instantly relatable to anyone who’s ever lost a screw while assembling furniture.

This campaign is proof that with creative outdoor advertising, a small twist (or screw) can spark big engagement.

 

 

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