ILVA has a huge range of closets and their new collection was coming out just around the days of the Copenhagen Pride parade. So we ran a print and TV campaign in the days leading up to the event. And on the day of the event we placed the new range of closets along the parade route with one little twist to encourage people to "come out of the closet”: The doors on the closets along the route were open and the closets were empty.An idea that fitted perfectly with ILVA’s pay-off "Colourful Living”.

Within the first week after the event ILVA had reached their best ever launch result of a new furniture collection.