Creative advertising uses colored lightbulbs to turn 9 m² of space into 27 m²

You could argue that flat-pack furniture is an idea that was born from the desire to fit as much as possible into the smallest available space. IKEA have once again proven just how good they are at applying that principle with the “RGB Billboard,” an advertisement that uses ingenious lighting to fit 27 m² worth of advertising into just 9 m².

Created in partnership with German ad agency Thjnk and the production studio I Made This, the billboard features three different lines of text, each in a different color that is only illuminated when exposed to a specific type of lightbulb. Red bulbs illuminate the cyan text; green lights up magenta; and the blue-purple lights make yellow visible.

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