Ikea "Handcrafted" by Lida

Ikea gets crafty in a direct mail campaign asking loyalty-scheme members to sign up for marketing emails.

Lida made a cross-stitched mailer resembling an email that was sent to members of Ikea Family, urging them to go online and download a £5 coupon if they opted into email communications. The campaign was created by Dan Wright and Andy Preston, and a Chinese production house did the embroidery.