Ikea has released a magazine ad that doubles as a pregnancy test.
If you pee on it and you’re pregnant the discount for the crib will appear!
Congratulations! You’re pregnant! And you get a sweet discount on a crib.
The ad is in Amelia magazine, a leading women’s magazine in Sweden, and is in collaboration with Mercene Labs.
In order to make the interactive functions of this ad work in reality, we had to make several technical advancements. The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a color change. For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics. Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project. Technical advancements made during the work with this campaign have the potential to improve medical diagnostics.
If you’re a person who is buying pregnancy tests on the regular maybe you can just load up on this issue of Amelia instead!
Yeah, probably not.
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