IKEA Brighton Store Launch

To launch the new IKEA in Brighton we did something no other brand would ever do. We took our most stylish, iconic home furnishings, and covered them in seagull sh*t. It was a provocative move, but that was exactly the point. By leaning head first into Brighton’s most infamous resident, that Brightonians love to hate, we sent a clear message to locals- we get you. The love was undeniable. The campaign generated a 3432% increase in conversation, 369% increase in Family Memberships, and most importantly, reached our monthly store visitation target in just 4 days.