"We wanted to ensure a connection between IKEA's kitchen appliances and one of the best things you can do in a kitchen, some great baking. So the main attraction in the campaign became a 140 page coffee-table baking book presented in a very visually unique and spectacular way. 90% of all the photographs taken in baking books look extremly alike. We wanted to try something different and present the recipes in a totally new fashion." More pic.
