When IKEA announced its new store in Vitoria-Gasteiz, we knew we had to celebrate in a way that was truly Vitorian. Because if there’s one thing that defines the city at this time of year, it’s its unmistakable cold: winter always arrives here earlier than anywhere else.

That’s how an ice-cold campaign was born, in which we froze IKEA furniture to make it, quite literally, part of the city’s everyday life.