IKEA 2014 Catalogue
Leo Burnett
Situation analysis
Overall assessment
Can 38 feel young again?
Once a year, for the past 38 years, the legendary IKEA Catalogue lands on the doorstep of Canadians. It marks the beginning of a new year and the launch of new product range. As an annual publication, it solidifies IKEA's style point of view for the 12 months ahead, positioning them as theleader in home furnishings. However, our world and technology have rapidly changed in the last few decades. While people expect to receive the new Catalogue every fall, their anticipation of its arrival...