2021 Winner
BronzePromotion
IKEA Canada
"Gingerbread Höme"
Rethink
"Gingerbread Höme"
Rethink
During the 2020 holiday season when most people were stuck at home, IKEA turned an activity that is famously frustrating – assembling its furniture – into one that instead created holiday magic. The IKEA “Gingerbread Höme,” by Rethink, consisted of itty bitty replicas of the retailer’s best-selling pieces, intended to furnish the gingerbread houses that typically remain empty every year.
The kit, awarded to a handful of members of IKEA’s loyalty program (with instructions made freely available to everyone) included cookie cutters and classic IKEA instructions on how to assemble gingerbread versions of the STRANDMON armchair, a BILLY bookcase, or a LACK side table. An accompanying social campaign garnered 51 million Twitter impressions, and helped increase feelings of “joy” by 500%, according to Rethink’s Brandwatch Emotion Analysis.
The kit, awarded to a handful of members of IKEA’s loyalty program (with instructions made freely available to everyone) included cookie cutters and classic IKEA instructions on how to assemble gingerbread versions of the STRANDMON armchair, a BILLY bookcase, or a LACK side table. An accompanying social campaign garnered 51 million Twitter impressions, and helped increase feelings of “joy” by 500%, according to Rethink’s Brandwatch Emotion Analysis.
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