The creators of Walhub, an electrical switch cover that has storage features, snuck a batch of products into Ikea to demonstrate demand. It’s a clever way to put a new product on a radar, and connect it with an existing brand (Ikea) without, of course, permission. I proclaim “Hacking Ikea,” featured in Adage, the best guerilla campaign of 2013. If you know of something more clever, let me know!

I can only suggest 3 things to improve it:

• I wanted to know the people behind the stunt. Text overlay in introductions are cold, people. How about hearing briefly from the creators? Make us care about their plight. Make us believe they’re creative artists who built something cool but don’t have the retail muscle of the big boys. And be sure that the average video grazer knows that many of the “victims” got free products (which is only obvious when watching most of the video).
• Team should focus viral-video seeding on the YouTube version not the Vimeo one. The latter may be for groovy artists, but YouTube views beget views. In general, if you can get people viewing a YouTube video, it will produce more downstream views for two reasons: first, it will SEO optimize. Second, it will show up as a “related” video when YouTube’s algorithm senses it’s being shared. I’m still perplexed as why anyone would ever seed a video that’s not on YouTube.
• Laughter behind the camera. This is something I discovered accidentally when creating Farting in Public because I didn’t have hidden mics and fancy equipment. We want to hear the crew laughing. It’s an authentic laugh track.