MASTERPIECE

ClientIKEA
Category E04. Real-time Response
TitleMASTERPIECE
Product/ServiceRORKAR RUG
Entrant THE SMARTS Sofia, BULGARIA
Idea Creation THE SMARTS Sofia, BULGARIA
Credits
Name Company Position
Georgi Zlatkov The Smarts Creative Director
Jana Dakovska The Smarts Account Director
Stoyko Kavaldzhiev The Smarts Copywriter
Doroteya Slavchova The Smarts Copywriter
Iva Konstantonova The Smarts Art Director
Ivelina Yamalieva The Smarts Graphic Designer

Background

A 1.4 million dollars Banksy painting destroyed itself minutes after being sold.

Describe the strategy

One day later IKEA published this ad for a rug that can be your piece of art for much less cash.

Describe the execution

We just put a rug in a frame. That's all.

List the results

The ad appeared on a simple Twitter post but soon became viral.