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Category
Branded Social Post / Real-Time Response
Annual ID
OS_SM18010S
About the Work
IKEA’s blue plastic bag, FRAKTA is used by millions of people and part of popular culture. A statement demonstrated when social media drew attention to big similarities between it and the one from Balenciaga. We decided to flirt back with an instant response to the discussion taking place online. Playing the role of original designer and innovator of big blue totes, we released a guide on how to identify an original FRAKTA bag and jumped right into the conversation. Our Frakta bag might seem like an unexpected product to talk about, but is actually one of the most iconic ones in terms of recognition, and people were promoting it without us telling them to do so. We made consumers not only engage with our brand but also with each other as individuals by sharing, tagging and commenting.
2018 Awards
Total Points: 15
Silver Pencil
Credits
Agency
ACNE / Stockholm
Ikea Creative Hub / Stockholm
Production Company
IKEA / Stockholm
Creative Director
Morten Kjær
Editor
Simon Saarinen
Executive Creative Director
Johan Bello
Photographer
Anders Kylberg
Producer
Simone Page
Agency Producer
Louice Alvarsson
Creative Team
Tiago Pinho
Isaac Bonnier
Joel Lindblad
David Aronson
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