IKEA - Billy turns 30

The 30th birthday of IKEA’s Billy shelf was advertised in a special way by OgilvyOne. By means of an integrated mechanism, owners of the shelf were asked to take a picture of their shelf and upload it to a microsite, where the photo was embedded into the world’s longest advertising spot. After a trailer, the spot featured an almost endless slide show of user photographs and thus options to use Billy and develop designs with it. The microsite consists of a Flash GUI combined with a PHP back end.