IKEA Whipped Up this Ad in Two Hours to Completely Own Balenciaga

Social Media Week

IKEA wasn’t about to be swagger-jacked without an epic response.

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Balenciaga, the French fashion house known for their $700 sneakers (#nbd) and occasional Kanye West name-drop, recently released new bag that will look familiar to anyone who has shoddily constructed a lightweight oak bedframe before.

That’s because the bag, stylish as it may be, looks a LOT like the IKEA’s nylon carry-all bags that retail for less than a $1 (and happen to make fantastic laundry vessels that can be used in perpetuity). Place side by side, the comparison is undeniable.

As soon as the $2,145 luxury bag dropped, IKEA’s agency was ready with a response almost immediately. In an interview with Adweek, ACNE creative director Johan Holmgren said the concept for a print ad was complete within two hours. Once the ad was approved by IKEA’s internal creative team, the concept was shot and sent to markets the very next day.

The clever ad serves as a tongue-in-cheek primer on “how to spot a fake,” the irony, of course, being that it’s usually other brands trying to rip Balenciaga off, and not the other way around.

How to identify an original Ikea Frakta bag:
1) Shake it. If it rustles, it’s the real deal.
2) Multifunctional. It can carry hockey gear, bricks, and even water.
3) Throw it in the dirt. A true Frakta is simply rinsed off with a garden hose when dirty.
4) Fold it. Are you able to fold it to the size of a small purse? If the answer is yes, congratulations.
5) Look inside. The original has an authentic Ikea tag.
6) Price tag. Only $0.99.


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Katie Perry

Contributor, Social Media Week

Katie Perry is a marketing & content strategist and contributor to SMW News, a leading news platform covering startups, tech, brands and the future of work. You can follow Katie on Twitter at @katieeperry.

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