IKEA / Real-time spec creative
Barger x IKEA
During Game 1 of the 2025 World Series, the energy across Canada was electric.
The Blue Jays were trading blows with the powerhouse LA Dodgers, and the entire nation was watching in real-time. As the tension peaked and millions tuned in, Addison Barger did this.
The twist? He had spent the night before crashing on teammate Davis Schneider’s hotel pull-out couch. As the unconventional story went viral and captured the entire nation's attention, we saw an instant opportunity. Mimicking IKEA’s iconic assembly instruction manuals, we quickly designed and launched the "BÅRGER" spec creative on the night of the game.
The creative exploded across Reddit and major social channels, instantly capturing the nation's attention and racking up massive engagement. It generated so much noise, in fact, that it caught the attention of IKEA's legal team, who politely asked us to take it down.