Campaign details
Brand: IKEAAgency: TBWA\Singapore
Campaign Summary
Streetwear brands are notorious for exclusivity and limited edition drops, but IKEA wanted to prove that great style can be for everyone. Creating a street style lookbook with an unexpected twist, we cast Singapore's coolest 'glam-mas' and 'glam-pas' over 70, transforming them into stylish models for the launch of our first ever streetwear line, EFTERTRÄDA. With a campaign budget of just SGD$47,000, IKEA disrupted the world of overdone fashion influencer marketing on Instagram, landed 1.2mil website visits, over 20,000 pieces of EFTERTRADA merch sold, and even landing a feature in...