Remember this ridiculous “handbag” from French luxury fashion house Balenciaga?
It costs $2150, is made from calfskin and bears a striking resemblance to those $1 plastic bags you get from Ikea. Farshun, right?
The internet enjoyed a few days of joy from this hilarious likeness, proving once again that people will buy anything as long as it’s made by a European man whose name no one can pronounce.
Props to whoever at Ikea did this in response to the £1600 Balenciaga version pic.twitter.com/pTBl5tgDrt
— Holly Brockwell (@holly) April 22, 2017
Ikea initially put out a quick statement letting everyone know they were totally stoked with this wave of free publicity.
“We are deeply flattered that the Balenciaga tote bag resembles the Ikea iconic sustainable blue bag for 99 cents. Nothing beats the versatility of a great big blue bag!” a spokesperson said.
But it seems they employed an ad agency to whip up a response to all this hullabaloo, and the result is genius.
The simple poster of the Ikea bag is accompanied with instructions for “How to identify an original Ikea FRAKTA bag”.
They are as follows:
1. Shake it. If it rustles, it’s the read 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. Fold it. Are you able to fold it to the size of a small purse? If the answer is yes, congratulations.
5. Look inside. The original has an authentic Ikea tag.
6. The price tag. Only $0.99
The create director of Acne, the agency who created the ad, says the best thing about it is its timing.
“I wanted to act fast, so I called Morten Kjaer from Ikea Creative Hub. He loved the idea,” Johan Holmgren told AdFreak.
“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.”
Boom. Nice one Ikea.
This article was originally published in news.com.au