The ubiquitous BILLY bookcase turned 30 years, where over 41 million BILLYs have been sold until now worldwide. The bookcase was designed in 1979 by Gilis Lundgren, who also developed the flat-pack concept for IKEA.

IKEA launched a limited edition of the bookcase, featuring different patterns. We helped DDB with the production of a campaign site, where the user could place a augmented reality marker in his living room. Once the marker is printed and in place, the webcam can track the position and shows the camera feed including a 3D model of the BILLY bookshelf. The user can swap the pattern and change the position of the BILLY live, to see how it would look in his own environment.

We pushed the graphical concept with some 3D elements and animations for the intro, to create a more in depth feeling for the user.