HOW WE TURNED BLACK FRIDAY INTO JUST ANOTHER DAY AT IKEA

Black Friday is the one day of the year where every retailer on planet Earth lowers their prices. That is, everyone, except IKEA. Our goal was to turn IKEA’s Black Friday absence into a positive story about their affordable furniture.

By removing a single letter, we transformed Black Friday into LACK FRIDAY, named after an all-time IKEA classic: the LACK side table, which can be bought for just 7.99$. A price so low, it emphasised our core message: at IKEA you don’t save big on Black Friday, but 365 days a year.

The campaign ran in every major city with a nearby IKEA store, in the week leading up to Black Friday.