Our campaign had a double goal: install IKEA as a credible store to buy street art and actually make people embrace street art in their homes. What better way for IKEA than make a bold statement and give away their iconic blue storefront to a street artist. Visitors of Belgium’s biggest IKEA were surprised by a 100 square meter piece on the IKEA building, persuading them to check out the collection inside.

IKEA Belgium could not advertise Street Art as if it was a limited collection of coffee-cups. That’s why we integrated this credibility & authenticity of street art in the campaign itself.

There were also no Belgian street artists involved in the Street Art Collection. That’s why we called out one of Belgium most famous street artist to be a part of the collection. IKEA publicly challenged street artist Bué The Warrior via a video on IKEA Belgium’s Facebook page. Bué would get to use their iconic blue storefront as his canvas. Bué The Warrior took on the challenge, tagging the building in the weekend, overnight. He broadcasted a making-of video. His piece was printed on a limited edition scale and part of a give-away contest.

Authenticity & credibility are fundamental to Street Art. IKEA could not advertise Street Art as it was a limited collection of coffeecups. That’s why we integrated this credibility & authenticity of street art in the campaign itself. IKEA got to connect with the 18-35 consumer segment. And were able to re-frame the general brand perception of IKEA: from functional & expected to highly emotional & surprising.

• Seen by 1,9M people on FB

• Seen by 210k people in real life

• Almost unanimous positive buzz

• Sales forecast exceeded with more than 100%

• 500 signed copies available over 5 days … Gone in 15 minutes