Short List
Product/ServiceIKEA BRAND
Category C04. Real-Time Response
Entrant SMFB Oslo, NORWAY
Idea Creation SMFB Oslo, NORWAY
Media Placement SMFB Oslo, NORWAY
Production SMFB Oslo, NORWAY
Name Company Position
Hans Magne Ekre SMFB Copywriter
Alexander Gjersoe SMFB Art Director
Pia Ølstad SMFB Art Director
Linus Hjellström SMFB Art Director
Mari Engen SMFB Project Manager
Kristian Kristiansen SMFB Account Director
Magnus Snickars SMFB Graphic Designer
Sverrir Brynjòlfsson SMFB Editor
Hanne Danielsen SMFB Content Manager

The Campaign

We made an IKEA-style manual, where the well known "assembly man" explains how to make your own version of the Night's Watch costume from the IKEA SKOLD rug. In the end, he even resembles Jon Snow. The three steps are simple and obvious, aiming to charm our way into the the hearts of the devoted Game of Throne's fans.

Creative Execution

We waited till the news had spread to Norwegian newspapers, before we shared the image on IKEA Norway's Facebook and Instagram page. It immediately became clear that we had hit a nerve, and not before long the post had spread way outside the Norwegian border.


353.000 web pages from 115 countries mention our campaign, among them CNBC, Esquire, Time, Glamour, Mirror UK, Fortune and Vogue. Just these seven websites have over 200 million readers every month (all of these also put the story on their social media sites). The depth of the story was also immense, with 11.000 articles written about it. It peaked not only for a day or week, but actually had great coverage for over 3 weeks. Estimated media impressions were 6.45 billion, with an estimated media value at 18 million USD.

This job belongs in the Direct category, as it clearly is relationship-building creativity for IKEA. The original post on IKEA Norway's Facebook page went viral as a result of people engaging with the brand and sharing our image, simply because they liked it. As one of the worlds biggest furniture retailers, it's not a given that we can make branded creativity that people actually want to be a part of and share with their friends.

The strategy and planning applied is not one that's about the handling of this post in particular, but rather a choice we made some time ago together with the client. Simply put, it's about choosing the right moments for immediate action. Not to jump on every occasion where we can make a joke, but to always respond quickly when we can be relevant in the discussion and truly benefit from it in a good way.