You have to admire Ikea (or their agencies at least) for consistently coming up with eyecatching campaigns. While in the UK, Ikea has attracted attention after filming cats running wild in a store, in Vienna the brand has now come up with a clever outdoor campaign.

To promote their Pax line of wardrobe doors Ikea installed modified billboards at touching distance from the footpath. Pedestrians curiosity was piqued as they moved sliding doors on the display to reveal two different wardrobe interiors, depending on which side of the closet was open. The tagline on the ad states: “For every situation, IKEA has a solution.”

A simple way to convert billboards from street wallpaper to something much more attention grabbing.  Here’s a video which shows the ads and people’s reaction to them: