Title | PUTINUMBRELLA |
Brand | IKEA |
Product/Service | IKEA |
Category |
E04. Real-time Response |
Entrant
|
THE SMARTS Sofia, BULGARIA
|
Idea Creation
|
THE SMARTS Sofia, BULGARIA
|
Production
|
THE SMARTS Sofia, BULGARIA
|
Credits
Georgi Zlatkov |
The Smarts |
Creative Director |
Nedyalko Ivanov |
The Smarts |
Art Director |
Jana Dakovska |
The Smarts |
Account Director |
Background
At the World Cup Final Vladimir Putin was the only one under umbrella and his VIP guests alongside him were left under the pouring rain.
Describe the strategy
The day after the event IKEA claimed that it sells umbrellas which can cover more than one person.
Describe the execution
We made a simple Facebook post and it gained huge social attention and approval.
List the results
Besides the social impact lots of umbrellas were sold.