IKEA // SVEN
It’s old, but it’s one of my favourite pieces.
The brief was to create a tactical press ad for IKEA to mark Sven’s first game as England manager. I convinced the client to instead simply rename all their stores ‘SVEN’ for the weekend, rather than spend their flat pack cash on a ubiquitous print ad with (at that time) limited stand-out.
It worked, we got back page on almost all the tabloids.
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