The Deconstructed Brief

The Original IKEA bag

The Original IKEA bag

Brand: IKEA

Agency: Acne


  • Generate headlines that drive attention to the brand


Luxury fashion brand, Balenciaga, released a handbag that was a mirror image of IKEA’s iconic $0.99 FRAKTA bag [below] — the bag every IKEA shopper uses to hold their picture frames, curtains and string lights while meandering the store. The major difference? Balenciaga’s knockoff retails for $2,145.


One Thought:

Call out the pretentious fake.

Lessons to be learned:

  • Act with agility — Acne turned the creative around in mere hours, acting with agility to capitalize on pop culture in real time. 
  • Don’t be afraid of directness — Marketers are often afraid to be direct because of potential backlash from the media. But, in most cases, avoiding risk means foregoing press coverage altogether. Media coverage is increasingly driven by headlines that contribute to the bottom line, so brands need to take risks to earn attention.
  • Don’t overthink — Great creative doesn’t have to come from weeks of drawn-out discussion and research. Overthinking can kill a great idea. In this case, the brief was as simple as calling out an ostentatious copycat.   
  • Constant vigilance — Creative partners are always looking for opportunities to insert their brands into industry conversation, but the best creative partners constantly scan for opportunities to insert their brands into relevant conversations across industry and category.

What they told Ad Age:

“I wanted to act fast, so I called Morten Kjaer from Ikea Creative Hub. He loved the idea,” said Johan Holmgren, creative director at Acne. “The day after the Balenciaga bag was launched, I said, ‘We’ll have the creative work ready within two hours.’ We then went to one of our fashion photographers, Anders Kylberg, and shot the bag in his studio, with that same feeling and lighting as the Balenciaga bag. That same day, we sent the finished work to all markets.”