People’s home windows are no longer an untapped advertising space, as Ikea Sweden has begun sending roller blinds to consumers for free—printed with Ikea ads on the exterior side.

The idea came from agency Åkestam Holst NoA, and it’s a clever one, as long as you don’t mind a little ad creep. (These ads don’t exactly improve the visual appeal of the buildings; then again, is it that different than building-side murals and the like?)

Also read: Ikea embraces play and children’s wellbeing in artful film voiced by Janelle Monáe

Ikea is calling the participating customers “sleepfluencers,” and the ads themselves pitch products from Ikea’s sleep range, such as pillows, duvets and mattresses—products that are likely in use inside the homes when the blinds are drawn.

“This was a way for us to give back to our customers while also gaining visibility in a new and innovative way,” said Jonas Westberg, marketing communication leader at Ikea Sweden. “The campaign is a fun and unconventional way to help people sleep well while also promoting our affordable range to even more people.”

“As with all our campaigns, we aimed to highlight the essence of Ikea’s Democratic Design—making great products accessible to everyone,” said Michal Sitkiewicz, creative at Åkestam Holst NoA. “This campaign is a playful example of how we could take a simple everyday product and turn it into something both functional and innovative.”

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