IKEA and Memac Ogilvy challenge the decade-old perception that “affordable” means “not premium.” The new campaign "Affordable Masterpieces" reframes affordability through a culturally rich insight: hidden within some of the world’s most celebrated paintings are furniture pieces that closely resemble IKEA’s iconic designs. Works by some of the most renowned and classical artists feature furniture strikingly similar to IKEA’s, showing that well-designed pieces can quietly stand the test of time, just like the artworks themselves.