We’ve seen functional out-of-home advertising before, but here’s an execution that actually warms people up by bringing the sun to outdoor cafes that are in the shade.

Ikea’s reflective billboard, controlled by a GPS motor, directs natural sunlight to outdoor seating areas that would otherwise be in the shade. The mirror uses GPS to adjust its angle based on the movement of the sun. And of course, the whole thing promotes the Nissedal mirror as well.

The campaign went live at a few Stockholm cafes, with the hopes of expanding it throughout the summer. Åkestam Holst NoA worked on the project with Havelle and Ocean Outdoor.

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

“We know how crowded outdoor seating areas can get when the sun comes out. At the same time, it’s a bit sad for us at Ikea to see outdoor furniture standing empty and alone in the shade,” said Jonas Westberg, marketing communication leader at Ikea Sweden. “To give people more places to enjoy the sun and to ensure that more outdoor furniture is used, we created this initiative, which has been praised by both visitors and café owners.”

“As is often the case in Ikea’s campaigns, the product is the hero; this time, it is the Nissedal mirror that gets to shine a bit extra,” said Michal Sitkiewicz, art director at Åkestam Holst. “At its core, it’s a simple innovation that represents what Ikea stands for: smart solutions for the many people.”

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