2021 Winner
SilverBest in Collateral
BronzeCommunity Building
IKEA Canada
"Gingerbread Höme"
Rethink
"Gingerbread Höme"
Rethink
IKEA is among the first to admit that, yes, its furniture can be a little annoying to assemble. The retailer turned this frustration into joy during a year when Canadians were staying home for the holidays.
Rethink recreated itty bitty replicas of IKEA’s best-selling furniture so that they could be used to furnish a “Gingerbread Höme.” The brand supplied free online kits that included cookie cutters and classic IKEA instructions to turn gingerbread into miniature furniture. The campaign launched on social and, within a few days, was picked up by news media all over, garnering 51 million Twitter impressions.
Rethink recreated itty bitty replicas of IKEA’s best-selling furniture so that they could be used to furnish a “Gingerbread Höme.” The brand supplied free online kits that included cookie cutters and classic IKEA instructions to turn gingerbread into miniature furniture. The campaign launched on social and, within a few days, was picked up by news media all over, garnering 51 million Twitter impressions.
Credits
CCO: Aaron StarkmanECD: Mike Dubrick
Head of Art / Creative Director: Joel Holtby
Associate Creative Director: Zachary Bautista, Geoff Baillie
Writer: Rahman Sobrie, Geoff Baillie
Art Director: KevinValladares, Zachary Bautista
Designer: Brie Lim
CSO: Sean McDonald
Strategy Director: Shereen Ladha
Print Producer: Narine Artinian
Retouching: Brad Kumar
Photographer: Justin Poulsen
Food/Prop Stylist: Caitlin Doherty
Account Services: Sarah Riedlinger, Megan Christopher
Media Agency: Carat