Deutsch

Deutsch New York puts out tons of great traditional advertising, but it was their guerilla campaign for Ikea's grand opening in Brooklyn that truly goes above in beyond in terms of creativity. Faced with the uphill challenge of a.) opening the brand's first store in b.) the world's biggest media market where c.) audiences are truly difficult to impress, Deutsch made magic happen. Staying true to Ikea's tradition of shipping furniture in flat-packed cardboard boxes, they created a model of the Manhattan skyline and the Brooklyn Bridge using cardboard, showing that they totally know their audience at the same time. This genius idea was made even more brilliant by its ability to be parlayed into other media- photos of the magnificent replica were seen on billboards and in print as well. Other guerilla tactics were used in setting up pop-up rooms inside giant cardboard boxes that were seen all over the city. They even launched "guerilla garbage," what seems to be discarded trash on the streets that are actually a medium in and of themselves for they contain copy about the store. This is what true innovation is. Don't be surprised to see other agencies doing similar stuff in the future.