DDB Brussels Plays With The Weather for IKEA

Right now Belgium is enjoying a delightful early summer with very pleasant temperatures. It’s what inspired DDB Brussels to create an outdoor ‘top topical’ campaign inviting everyone to enjoy the good weather before it’s too late to do so.

The summer passes so quickly in Belgium that when the good weather is there you don’t want to wait to get the sun loungers and BBQ out. From this simple and particularly Belgian insight, IKEA and DDB created an original and graphic poster campaign.

The often grey and rainy Belgian sky is intercut with a bright strip of summer, illustrating that summer tends to be rather short in the country.