Even though thousands of IKEA products are getting cheaper, their products aren’t changing in any way. You get the exact same thing, just for way less money. 

To show this, we used the ‘Spot the Difference’ visual technique we all remember from when we were kids (spoiler: there is no difference.) 

The campaign was an Ad Age Editor’s Pick, which is cool considering the whole thing basically started as a hard-working banner brief.