Ikea: “Belgium is grey”

Furniture retailer Ikea has launched an outdoor poster campaign to promote its new spring collection, promising to inject some “much-needed” colour into Belgium.

The campaign features bright single-coloured posters with an optical illusion: they appear to be one solid block of colour, while closer inspection reveals the faint white outlines of pieces of furniture.

"Belgium is grey. Grey buildings. Grey walls. Grey, grey, grey," proclaims a video produced by the retailer to describe the story behind its colourful poster campaign.