We discovered that the Industrial park area where our new restaurant was located was popularly known in Majorca as "where the IKEA is" because it's home to the only IKEA store in the island, and nobody knows it by its address.

In Majorca, brand competitors use classic directional billboard with their logos, brand assets and with the same message: the name of their address and they add "Next to IKEA".

We decided to use this insight to go one step further, turning a neglected and conventional format such as a directional billboard in a road near this area into something that grabbed attention by masquerading our logo as IKEA's logo and telling people "now you know where we are".