With 220 million copies, the IKEA catalogue is the world's biggest paper publication. Loved by millions of people around the world, the IKEA catalogue have not changed much since its inception in the 50's. A lot of other things have changed since then, and in 2012 McCann started to work with IKEA to give it a long awaited vitamin pill.
Nowadays, a paper catalogue might seem obsolete, but with a customer base from teens to great great great grandparents, we had to take a different approach. IKEA and McCann decided to give it a digital layer, making it more interesting for the technology savvy, but yet accessible for the people who liked it the way it was.
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