Masterpieces | MarkeTHINK zone

Affordable Masterpieces

The campaign today is developed by ad agency “Memac Ogilvy” for IKEA Alsulaiman.

The main creative idea of the campaign is to represent IKEA products as real masterpieces. Instead of claiming that affordable furniture can really look great, the campaign takes more provocative approach – it places IKEA products within the cultural context of fine art.

The idea is really simple, but at the same time culturally recognizable and scalable, as different IKEA products are paired with different artistic styles, periods and iconic artworks of Henri Matisse, Paul Cezanne, Edvard Munch, Hugo Simberg and Dario Barbosa. All this creates and entire campaign universe around the idea of affordable masterpieces.

The main advantages of the campaign are that:

the creative concept is built around the transformation of everyday design into art;
the ordinary products are reframed into something extraordinary;
the creative idea is with immediate visual impact, based on the contrast between “art” and everyday furniture product and exactly this contrast creates memorability;
and at the same time, the product remains the main hero.

The focus of the campaign is that people get both an emotional proposition, as “this is a masterpiece” and a rational one as “this is affordable” – all this wrapped in the slogan of the campaign “Affordable Masterpieces“.

And here are the key visual.

Enjoy!