When Balenciaga’s creative director Denma Gvasalia unveiled his Arena Extra-Large Shopper Tote, he received quite a few comments that the bag had more than a passing resemblance to IKEA’s ubiquitous $0.99 shopping tote.
In response, the Swedish retailer was a pretty good sport about the whole thing. After all, imitation is the greatest form of flattery, amirite? And now, IKEA has an even better comeback, and it’s quite cheeky.
Acne, IKEA’s creative agency, put together both a print ad and a social media post explaining how customers can tell the difference between Balenciaga’s $2,145 bag and their just-about-a-dollar one. The tips read: “1) SHAKE IT If it rustles, it’s the real deal. 2) MULTIFUNCTIONAL. It can carry hockey gear, bricks and even water. 3) THROW IT IN THE DIRT. A true FRAKTA is simply rinsed off with a garden hose when dirty. 4) PRICE TAG Only $0.99”
According to Acne’s creative director, they had to act fast. “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.”
Pretty genius, no? What do you think of this ad? Tweet us @BritandCo.
(h/t Ad Week; photo via Barneys, Acne Collective)