IKEA wanted to strengthen its brand connection with Norwegian customers and showcase their commitment to improving their everyday lives. May 17th was an ideal opportunity to find a way to interact with Norwegians outside in the city centre - as the whole capital would be flooded with bunad-wearing consumers.

On the morning of Norway's National Day, we unveiled our giant lint roller billboard in the heart of Oslo. As Norwegians walked by, dressed in their finest bunads, The BÄSTIS Billboard was there to keep them lint-free. The specially built sticky surface encouraged active participation with the billboard, inviting people to roll themselves against it to remove lint from their bunads – transforming spectators into engaged participants. Our sticky board got to be a part of the Norwegian celebration whilst showing IKEA's commitment to improving everyday life in a fun and unexpected way.

By transforming our iconic lint roller into a larger-than-life billboard, “The BÄSTIS Billboard” became a charming and relatable way to connect with our audience on a day thousands of brands compete for attention.

This was a one-placement, one-day billboard - unveiled on the morning of May 17th. The board was placed in the heart of Oslo, at one of its most popular railway stations. The interaction with the board was filmed and put up on social media the next day - giving everyone who missed the billboard the chance to enjoy the idea online.

Not only did IKEA manage to stand out with a brand message during a national holiday, but by documenting it and posting it online the next day, IKEA got tons of likes and shares, making it their top post of the year so far. “The BÄSTIS Billboard” showed in it’s own weird way that IKEA gets what matters to their customers, and they are there to make your life better in any way that they can.