In August, the news that the costume designers for Game of Thrones– the worlds most popular TV show, used IKEA rugs to make the Nights Watch costumes, spread all over the world.

We work closely with IKEA Norway every day, and being on top of current events is a brief that's always there – encouraging us to act. So, we acted quickly and responded to the news in our own way.

We waited till the news had spread to Norwegian newspapers, before we shared the image on IKEA Norway's Facebook and Instagram page. It immediately became clear that we had hit a nerve, and not before long the post had spread way outside the Norwegian border.