But I don't think it stops at two worlds. Take the IKEA Campaign for the catalogue start from Germany - Der neue IKEA Katalog kommt nicht allein. At the centre of this campaign is (arguably) a rather traditional and old-fashioned medium - a paper catalogue. But IKEA has surrounded this medium with a story (IKEA designers coming into real German homes to do makeovers) which is played out in the real world, and on the internet via IKEA's own community and what are now known as "earned media".
It could have stopped there. But what I particularly like about this campaign is that it adds a third dimension. After virtual and real, this is a sort of hyper-reality, the world of larger-than-life. The designers don't just sidle into Germany with the next train from Malmo - they are parachuted in. And it's this hyper-reality, which uses the film medium to its best extent that adds stature, greatness and good old entertainment value to the campaign and the brand. Here's some content I couldn't have created myself. And sometimes people need that.