IKEA’s responds to the world’s most expensive painting.

IKEA believes anyone should have the possibility to decorate their home without spending their life savings. That’s why IKEA offers a range of frames, among many other product, that works with any photo, print or painting you want to show off, even those from the 1490s.

When the sale of Salvator Mundi made headlines. IKEA saw a chance to highlight their affordable frames with a cheeky response in social media.

We knew we wanted to use visual elements that people could recognise from the famous painting and its exhibition and decided to replicate the press images that were already being shared online.

Campaign took 8 hours from idea to launch

It’s a very time sensitive process, which is it’s most unique aspect. Conversations online die quickly and are forgotten. And if we don’t act within the timeframe we’ll miss out on our opportunity. That’s why quick decisions and a flexible team was such a demand. While some worked on the idea, its angles and the writing – others too responsibility for creating the visual. This demanded a great deal of improvisation and communication from the creative team – as well as the client. The work, from identifying the opportunity, photo editing to final delivery, was done in a day. Before leaving the office in the evening we had chosen one final outtake and delivered it in several formats – in store material, press images, etc – to the client for global distribution. The post was out following morning and quickly gained traction.

- Total impressions, 150 million

- $1.793.400 earned media

- Canada's & Sweden's best performed post (historically) in social media

- Impressions one post 57k (compared to other campaigns 16k)

- Distribution method: Social media & PR

- Markets: Global

- Global mentions entirely positive

- Media budget: 0