Ikea print ad uses pee-responsive paper

Ikea ad showing a crib

We've seen some weird and wonderful print ads on Creative Bloq over the years, but none of them are quite like this latest offering from Ikea. In an innovative move, the retailer has published a print advert for a crib that doubles up as a pregnancy test thanks to its pee-responsive paper. Seriously. Mums-to-be are rewarded for their troubles with a half-price saving on the crib. For more innovative (although less... er... interactive uses of paper, take a look at our roundup of awesome paper art).

Appearing in Swedish women's magazine Amelia, the print ad is the creation of agency Åkestam Holst in partnership with material technology company Mercene Labs. On the surface it looks like any ordinary ad. There's an image of the crib in question front and centre, with the price listed alongside. It's the tagline that draws you in though, which reads: "Peeing on this ad may change your life."

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.