We all know IKEA for their affordable furniture. IKEA asked us to launch their street art collection. They wanted Belgians to embrace street art and make it part of everyone’s home. Authenticity & credibility are fundamental to Street Art. IKEA could not advertise Street Art as it was a limited collection of coffeecups
That’s why we integrated this credibility & authenticity of street art in the campaign itself. IKEA made a bolt statement. They publicly challenged the famous Belgian street artist Bué to use their iconic building as his canvas. Bue tagged the big blue IKEA box overnight and left a 100 square meter tag. IKEA Belgium printed his design and added a Belgian artist to the international Street Art Collection.