2023 Winner

With July 1st a common moving day in Quebec, IKEA’s “Swearnitures” campaign capitalized on the fact that IKEA product names bear similar phonetics to swear words. The campaign, by Rethink, replaced common curse words typically uttered in tense moving situations with products that solve the problem. The 360 campaign used billboards, radio, banners and social media. There was a 1,436% increase in social media engagement and IKEA experienced a 36% increase on year-over-year sales.

Credits

Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Xavier Blais
Creative Director: Xavier Blais
Art Director: Steve Pepin, Preto Murara
Writer: Geneviève Jannelle, Aman Soin
Producer: Jenna Fullerton, Kate Spencer, Keegan Shay
Studio Artist: Brad Kumar, Todd Bennett, Justin Chan, Stephanie Sherwood, Ken Malley
Video Edit: Nick Greaves
Head of Strategy (Mandatory for each respective office): Pascal Routhier
Lead Strategist: Suzy Truong
Account Services: Catherine B. Mainville, Gabrielle Bergeron, Megan Christopher, Kiara Wilson
Sound: Circonflex
Media: Carat
Clients: Jordan Sequeira, Carolyn Thrasher, Johanna Andren