Dear jury: please see the supporting Presentation Image, as the execution itself needs to be put into context to understand the full idea and effect.

The execution appeared on an existing billboard space at a popular railway station in the heart of Oslo. The classic two dimensional poster was printed on special paper, making the billboard just as sticky as the IKEA BÄSTIS lint roller.

May 17th, Norway’s National Day, is a significant day when Norwegians celebrate their heritage by wearing traditional bunads - but keeping them lint-free can be a real challenge. Since the outdoor celebrations start early morning and often last all day, many people have to rush out the door and might not have time to double check their bunads for lint.

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.

The BÄSTIS Billboard grabbed people's attention by visually showcasing our lint roller's helpful ability. The specially built sticky surface encouraged active participation by inviting people to interact with the billboard by rolling themselves against it to remove lint from their bunads – turning spectators into engaged participants. “The BÄSTIS Billboard” became a charming and relatable way to connect with our audience on a day thousands of brands compete for attention.

Roll yourself here