Bernie Sanders attended Joe Biden's inauguration in a rather peculiar attire and the internet loved it. His simple and practical look became an instant meme, placing the senator in all kinds of funny scenarios, making the outfit trending across all social media platforms.

IKEA is the expert of simplicity and practicality and has a quality product for any occasion. Even for an inauguration. In the first 24 hours after the Senator's out-of-place appearance, we had prepared our branded meme, showing people how to get the look everyone was crazy about, using the perfect IKEA products to achieve it.

Online memes spread very fast, so when we noticed the Bernie Sanders’ Outfit trend started to take off, we reacted immediately. We uploaded our post across our social media pages and as an Instagram & Facebook story in order to reach our online audience quickly and effectively. Our work is in itself essentially a meme, so that humorous nature, combined with the emerging fresh trend, made for a combination that suited social media perfectly and appealed organically to our audience.

Joe Biden’s Inauguration took place on the 20th of April and by April 21st the news of Bernie Sander’s out-of-place look had spread like wildfire online. In less than 24 hours after the emerging of the first memes, we have prepared our version cropping the original photo and adding two iconic IKEA products, a folding chair, and an oven glove, that could give everyone the look that took the internet by storm. Our meme became an instant hit and, with 0 media budget, found itself being reposted by thousands of social media users as well as being featured in major websites as a great example of brands being on top of trends.

Our post took off instantly and went viral globally. Within hours of posting it, internet users shared it and reposted it on their accounts by the thousands. Major websites like The Huffington Post Greece, Vanity Fair Italy, The Daily Record in the UK, and many many others in every continent, featured our meme, reaching more than 5M people and earning us over $800K in media value with zero budget.

All the media attention got our work to be featured in The Drum, Design Taxi and become Luerzer’s Archive "Ad of the Week".