Cannes Lions

Style for All

TBWA\SINGAPORE, Singapore / IKEA / 2021

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Ikea wanted to launch EFTERTRADA, it's first collection of streetwear inspired by the iconic Billybookcase in a way that broke through the clutter.

Our main objective was to drive brand love in a way the creates buzz and generates PR headlines.


While most fashion brands work with your typical, young and social media savvy influencers to driveup hype for each launch, we wanted to introduce a new breed of influencer, one that communicated"STYLE FOR ALL"

Instead, we street casted grandmas and grandpas over 70 and styled them in items from ourapparel collection.

We then transformed them into hypebeast stars by shooting a street style inspired look book which we launched on social media.


While most streetwear brands harp on exclusivity and limited edition drops, we wanted to prove thatgreat style can be for all.

Our target audience spanned a diverse set of people who believe that a democratic price is never areason to compromise on great design.


We launched our campaign on Instagram, a platform rife with an endless barrage of young andtrendy influencers and broke through the clutter with our fashionable ‘glam-mas and glam-pas.’

The Internet did most of the word of mouth for us, with thousands of people sharing the post onInstagram and Facebook. Our campaign even got noticed by the fashion holy grail – VogueMagazine.


With just SGD$7,000 in hand, we proved you don’t need hefty budgets to drive culture forward anddemonstrate how style can belong to us all.

Within 2 weeks, we had over 3.6mil impressions, over 21,000 likes/reactions, over 7,000 shares,over 26,000 link clicks - generating over SGD$530K in PR value. (Source: IKEA SG, TBWA SG)

People of all ages – kids, grandpas, regular folks got their hands on our threads. Our merch sold onreseller sites for triple the price.

Best yet, people couldn’t stop talking about how much they loved it.

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