quoted from LikeCool:
"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."
they even have an iPhone app:
hey, if she can do it, you can do it too! pictures and video from Creative Review Blog.
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