IKEA launched a timely out-of-home (OOH) campaign in Madrid ahead of El Clásico, reviving the long-standing tradition of a pre-match meal between the boards of Real Madrid and FC Barcelona. With a large banner positioned directly in front of the Santiago Bernabéu Stadium, the brand delivered a clear message to both clubs: “There are matters best resolved off the field.”
What’s the idea behind this campaign?
The concept transforms a historic football rivalry into an invitation to dialogue. IKEA taps into the cultural ritual that once brought both clubs’ leaders together before the derby and reframes it as a call to sit down again — not on the pitch, but at the table. The brand’s home-and-hospitality equity makes the message credible and disarming.
How was the idea executed?
The banner was installed across from the Bernabéu, ensuring maximum relevance and footfall visibility in the days leading up to the October 26 match. The copy is direct and diplomatic, set in IKEA’s recognizable typography, and supported by a clean layout that behaves like a public service announcement rather than a product ad.
Why is this execution unique?
Instead of promoting furniture or offers, IKEA promotes a principle: conflict resolution through conversation. By turning stadium-adjacent space into a platform for civility, the brand elevates OOH from awareness to cultural mediation. The placement leverages high emotions around El Clásico while keeping a neutral, human tone.
How does it connect with audiences?
Fans, locals, and visiting media recognize the symbolism immediately. The message acknowledges the intensity of the rivalry while reminding everyone that some issues are best handled away from the scoreboard. It sparks discussion on tradition and sportsmanship — and positions IKEA as a brand that understands everyday life beyond the home.
Final thoughts: A table as common ground
With a single banner and a timely location, IKEA shows how Outdoor Advertising can host bigger conversations. Whether or not the club presidents meet again for a meal, the campaign succeeds in reframing the rivalry through the lens of hospitality — suggesting that meaningful wins can start at the table, not just on the field.
FAQs about this campaign
What is IKEA’s El Clásico campaign about?
IKEA launched a billboard near Santiago Bernabéu ahead of El Clásico, encouraging Real Madrid and FC Barcelona to ‘resolve matters off the field.’
Why does the campaign stand out?
Because it goes beyond product promotion, turning an intense sports rivalry into a message about conversation, respect, and togetherness through OOH creativity.
Where was the banner placed?
The banner was installed directly across from the Santiago Bernabéu Stadium in Madrid for maximum visibility during the build-up to El Clásico.
What makes IKEA’s message relevant?
It reintroduces the tradition of pre-match meals between the clubs’ boards, using humor and simplicity to promote harmony and human connection.
What can brands learn from this campaign?
That outdoor advertising can deliver more than awareness — it can shape culture, inspire empathy, and spark dialogue in moments of high emotion.
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