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IKEA´s response to Balenciaga

Award: Wood Pencil

Wood Pencil / PR / Reactive Response / 2018

One unforgettable recent fashion moment was the 2017 debut of Balenciaga's Carry Shopper. Or to the person on the street: the Ikea bag. Ikea's response to the lookalike tote was instant. Its tongue-in-cheek advert shows both versions side by side, together with advice on how to identify the original from the 'copy.' The tactic scored 1.04 billion impressions and $10.8 million worth of earned media.

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