IKEA´s response to Balenciaga
IKEA
Issue 48 | September 2018
Agency
ACNE / IKEA Creative Hub
Creative Team
Executive Creative Director Acne: Johan Bello Creative Director IKEA Creative Hub: Morten Kjær Creative ACNE: Tiago Pinho, Isaac Bonnier, Joel Lindblad, David Aronson.
Production Team
ACNE Photographer ACNE: Anders Kylberg Film Editor ACNE: Josef Holmgren Motion designer ACNE: Simon Saarinen Assignment Leader IKEA Creative Hub: Louice Alvarsson
Other Credits
Account Director ACNE: Lovisa Friman Bendz Agent ACNE: Sofia Quintero Managing Director ACNE: Ori Mace Client IKEA: Simone Page
Date
April 2017
Background
Balenciaga’s Spring Summer 2017 collection features a series of handbags inspired by bags that are part of popular culture. One of them, the now famous “Carry Shopper”, is remarkably similar to IKEA’s Frakta plastic bag.
Idea
The idea was to create an instant response and flirt back - and shoot their image with an fashion photographer to place themselves in the same context as Balenciaga. The post highlighted the qualities of their bag and how people could distinguish it from the less original.
Results
Total media impressions: 1.04 billion Earned Media: $ 10.8 million Interactions: 1.3 million Media budget: 0 The post was picked up by basically all major global media: Fast Company, New York Times, Vogue, Elle, Harpers Bazaar, NBC, Time ... No.1 Most read story on Adweek 2017 One of 25 best global campaigns of 2017 "Ad of the week" on Adweek, Creativity, Lüerzer's Archive, Fast company & best ads Featured in the IKEA Museum Democratic Design Prize for most sold product of 2017 +30 awards in prestigious award shows
Our Thoughts
Marketers talk about being agile and spend months in consumer research, months in pre-production, months in production and by the time they launch the great new campaign, it’s already yesterday’s news. Here’s a brand tapping into what’s happening now. And responding to it. Being a part of the conversation rather than trailing along behind it. IKEA has always been good at being part of local cultures rather than voyeuristic of them as so many brands are.
Topical, relevant,