2019 Winners & Shortlists

Background.

An ordinary brown egg toppled Kyle Jenner’s baby as the most-liked post on Instagram breaking her world-record of 50 million likes. We wanted to turn this to an opportunity for our client, a brand known for its smart and unpretentious furniture/home wear solutions, and keep nurturing a conversation about what truly matters in life: The simple things. There was no need for a budget for this, only fast reflexes and a good point to prove. Nevertheless, we wanted this act to resonate with millions across the globe.

Describe the creative idea.

With all that fame, a world-famous egg has got to rest! And what’ better to rest on than a comfy egg holder from the world’s most famous furniture brand that is known to have everyone’s back? After the @world_record_egg broke the record within two hours, we reacted to this news with the same egg laying on IKEA’s TVEKSAM egg holder on Instagram with a caption “After all this fame, get some rest!”

Describe the strategy.

In order to further fuel the conversation around the @world_record_egg’s rise to fame, we created a narrative fitting for Instagram’s new darling: Even the world’s biggest and atypical celebrity needs to rest. We chose to have one simple Instagram post with an eggcellent impact targeting the masses intrigued by this new phenomenon. Given the egg was laid on Instagram, so was our egg holder nest for it. We didn’t want to hijack the already existing conversation, but rather build on it in a way that helped further prove the underlying message: that the simple things in life carry much more value for the everyday woman and man.

Describe the execution.

Following the same minimalistic approach of the @world_record_egg’s post, we got the same egg from shutterstock and laid it down on our TVEKSAM EGG holder with the famous IKEA price tag and the caption written on Instagram “after all this fame, get some rest!” the post was instantly launched after two hours of the egg breaking its record as a reactive content”

List the results.

41+ Million Impressions 112 thousand dollars of Earned Media Value 20% increase in the Website Visits Sales of the TVEKSAM Egg Cup increased by 49%