PUTINUMBRELLA

ClientIKEA
Category E04. Real-time Response
TitlePUTINUMBRELLA
Product/ServiceIKEA
Entrant THE SMARTS Sofia, BULGARIA
Idea Creation THE SMARTS Sofia, BULGARIA
Production THE SMARTS Sofia, BULGARIA
Credits
Name Company Position
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.