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The Brief
Published: 3 Mar 2014

Ikea’s RGB Billboard

Extra

German ad agency Thjnk and production studio I Made This have created an ingenious RGB-coloured billboard for Swedish homeware giant Ikea that reveals different messages depending on the colour of the light bulb illuminating it. 

Employing a technique founded in additive colour theory, the billboard features three messages overlapped in three different colours – cyan, magenta and yellow. At night, the billboard is lit with alternating red, green and blue (RGB) lights to make each message visible. The red bulb reveals the cyan text, while the green bulb brings out the magenta text, and the blue light shows the yellow text. 

With this simple visual trick, the billboard serves as a low-tech, cheaper alternative to digital screens, and effectively maximises limited advertising space. The ads cleverly underscore this space-saving idea – “Do it like this billboard” reads the first message, followed by “Make good use of your space” and “with small-space solutions from Ikea”.

The Stylus report Additive & Subtractive Colour further explores the principles of additive colour theory. Keep an eye out for future reporting on similar interactive and intuitive advertising on Media & Marketing.

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