| Title | MASTERPIECE |
| Brand | IKEA |
| Product/Service | RORKAR RUG |
| Category |
E04. Real-time Response |
|
Entrant
|
THE SMARTS Sofia, BULGARIA
|
|
Idea Creation
|
THE SMARTS Sofia, BULGARIA
|
Credits
| 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.