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Mouse made center of Ikea work

By Published on .

[Amsterdam] Ikea's first ad campaign from new agency StrawberryFrog, Amsterdam, uses a small gray mouse that is a Dutch cultural symbol for a timid character to demonstrate how Ikea can help consumers break out of the mold. Outdoor ads feature people in mice costumes and the tagline "What, me gray?" In one ad, a little girl dressed as a mouse is perched on matching tables as two men embrace each other behind her. The headline: "My daddies are also a set." Ikea is unusual among global marketers in preferring to choose a different, highly creative agency in each country.
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