Website Asks: IKEA Furniture Item Or Heavy Metal Band?

Music and furniture come together as part of an online quiz that tests cultural knowledge.

Sam Panico is a self-confessed metalhead, and while out looking for a table in IKEA with his colleague Jeff Barton, realized that every piece of furniture in IKEA could be the name of a band he listens to. What started as a simple quiz to test his friend’s knowledge of heavy metal, has now be turned into “IKEA or Death,” a website that lets you challenge your own musical knowledge.

Once they were confident the idea could work, the next hurdle was going into the partner’s office at Gatesman + Dave where they work to sell them on the idea. The imagined pitch went something like this:

So, you know that music Sam listens to where nearly everyone is in jail and sings about depression and demons? We want to attach that to our agency as a viral site.

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While the idea certainly has merit of its own, Panico also chalks up some of their agreement to a dark ritual sacrifice to the Elder Gods that was performed shortly before. As a result, you can now test your knowledge of metal (and IKEA) on the website which includes bands and furniture with names like VITTSJÖ, CRAFT, and ABSU.

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Panico came to an important realization about his job when talking with PSFK:

I’m a pretty cynical guy, but the fact that I got to draw on my knowledge of metal, while combining it with a major furniture brand and some snarky humor, all while getting paid for it…that should remind me that being a copywriter is the coolest job in the world.

IKEA or Death

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