By using a bottom-up approach and listening careful to social channels, we found that Italians are literally prepared to steal to have one copy of the IKEA catalogue: they love it to the point that thousands of them, as soon as it comes out, swipe a copy from their neighbours, colleagues and family members. And what's the best way to dissuade someone from stealing something? By making it totally unappealing! That's why IKEA, for the first time in its history, disguise its catalogue and launch The Changing Catalogue: a quirky collection of fake covers designed to transform the IKEA catalogue into a magazine that nobody would ever steal. Horrible, boring, creepy: these covers are guaranteed to make every catalogue can feel safe and sound.

Launched on all the brand's digital and social channels with an ironic and surreal video, the project with the 10 fake covers involved not only IKEA fans and followers, but also customers and registered members. In fact, the release of the video was followed by a direct mailing of the new disguised 2018 catalogue directly to the homes of 50,000 registered IKEA members and to 100 of the top influencers and design bloggers in Italy, the creation on the brand's official website of a tool to allow users to download and print their favourite covers in the comfort of their own homes, and the organisation of a series of events in the brand's 21 Italian stores to distribute over 360,000 covers to customers.

Over 625,000 covers downloaded and printed on the brand's official website, which added to over 362,000 covers handed out to customers in stores (and sold out in a week!) and 50,000 covers sent directly to the homes of IKEA members, makes a total of 1,000,000 catalogues saved.

And still: +165% conversations about the IKEA catalogue, +35% site traffic, 30% awareness, 98% likeability.

Articles and mentions on Italian and international websites and in magazines about design, but not only design: from Adweek to Vanity Fair, via Fubiz, DesignTAXI, Not Cot and Wired.