America's Loneliest Road lives up to its name. For hundreds of miles there is nothing at all. It's one of the few places where comfort simply does not exist.
Big Idea:
IKEA sets up a fully furnished showroom in the middle of the Nevada desert off of Route 50 waiting to be discovered. A living room where a living room should not be.
Copywriter:Liam Chapman
IKEA's brand vision is "to create a better everyday life for the many people." So we took that vision to the one place where everyday life barely exists.
We built a complete IKEA living room on the side of America's Loneliest Road (Nevada Route 50) and left it for someone to find.
Discovery + Press
Here's a look at what would happen once people started to find the stunt.
A look at how popular advertising magazines might cover the installation:
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