IKEA Balenciaga Hijack
Brief:
Place IKEA in the cultural zeitgeist with zero budget.
Role:
Creative support.
Creative:
Balenciaga dropped its viral towel skirt, social media lit up with criticism and a fast-paced, zero-budget hijack opportunity for IKEA was born.
Recreating the look using an IKEA towel, tongue-in-cheek social content rolled out with a PR push to drive talkability. Within 24 hours, the work travelled, cutting through Instagram, TikTok and global news positioning IKEA as the humorous answer to the absurd fashion world.
Results:
2M+ impressions
50+ earned media/ organic social hits
Placed IKEA in new media vertical: fashion
3 award wins
