Ikea has taken interactivity to a new level with a print ad that invites readers (presumably female) to pee on it to find out if they are pregnant. It is part of the company’s “Where Life Happens” real life campaign by Stockholm-based agency Akestam Holst. The ad pitches the company’s Sundvik crib, it encourages viewers to pee on a small marked strip on the bottom of the ad and discounts the price if the test is positive. Mercene Labs helped develop the technology for the strip to appear in the Ikea ad.

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