2020 Winner

CASE SUMMARY

At the peak of Toronto Raptors fever in Toronto, the city’s sports fans were ready to give basketball star Kawhi Leonard anything to renew his contract with the team. One man, known as “Plant Guy,” even offered up his plant as a housewarming gift – inspiring other fans to bring their own flora to the team’s championship parade. Rethink jumped on the idea for IKEA Canada, creating an ad that promoted the retailer’s live plants as a “housewarming gift for champions.” The post resulted in 2.6 million earned social media impressions and a more than 20% spike in search results for “IKEA plants” compared to the week before.

Credits

Creative Director: Joel Holtby, Aaron Starkman
Art Director: Zachary Bautista, Alexandra McGuirk-Penedo
Writer: Andrew Chhour
Account Director: Sarah Riedlinger
Account Manager: Megan Christopher