IKEA’s new flagship store opened on Oxford Street, London. But Saatchi & Saatchi and Subway didn’t let the food chain’s new neighbour steal the spotlight without a cheeky challenge. 

To hijack the hype, social agency, Fabric, and Subway initiated a ‘battle of the balls’ on IKEA opening day, with the creation of tongue-in-cheek vouchers for free 6” Meatbäll Marinara Subs, that were handed out to eager homeware shoppers on IKEA’s doorstep, giving the public a lesson in ‘who has the biggest balls’ on Oxford Street.  

The IKEA-inspired vouchers and supporting in-store signage poked fun at flat-pack furniture culture with instructions demonstrating how the Meatbäll Marinara is built, designed in IKEA’s unmistakable style.

Credits
Agency: Saatchi & Saatchi
Chief Creative Officer: Franki Goodwin
Executive Design Director: Nathan Crawford
ECD: Caroline Paris
Creatives: Danny Tallon & Lloyd Faulkner
Strategist: Jack Groves
Designer: Weronika Szklarek
Business Director: Sara Abaza 
Senior Account Director: Libby Conroy
Account Manager: Mirta Esara

Social Agency: Fabric
PR agency: Taylor Herring