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Award: Shortlist

Shortlist / Branding / Activations / 2023

To prove to Torontonians that IKEA is ‘made for downtown living’, the brand worked with Rethink to make living ads out of the city itself, using real homes – with real people – and turning them into ‘billboards’. IKEA leaned on its iconic brand assets, like its logo and catalogue price call-outs. The homes instantly became windows into the world of potential that IKEA could unlock. The OOH campaign surrounded the city on busy routes as well as locations near the downtown store. Leaning on IKEA’s iconic wayfinding arrows, the campaign directed Torontonians to the store in a way that felt authentic to their lived downtown experience.

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