Whether your home is big or small, you're often short on space. That’s why IKEA created a collection dedicated to small spaces: articles that fit in everywhere, even in the most unexpected spots. And the same went for the ad campaign. In partnership with radio stations, IKEA in Saudi Arabia and its agency Wunderman Thompson placed mini radio spots in tiny gaps (between two longer spots, during a pause in a phone-in conversation, just after the station ident jingle etc.). The messages were so short that IKEA was even able to broadcast 20 different spots for the price of one. No wonder it’s called the “value” collection.