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BronzeIntegrated Campaign Led by PR
IKEA
"SHT"
Edelman
"SHT"
Edelman
IKEA discovered that items are taxed not only the first time they’re sold, but also again when sold as second-hand items. “SHT,” which stands for “second-hand tax” but also conveniently suggests an expletive, was IKEA’s -13% counter-tax to cancel out Ontario’s 13% HST and ensure customers paid zero tax on its as-is items.
The campaign, by Edelman, featured an open letter in Canada’s largest newspapers that revealed this unfair double tax, introduced IKEA’s solution, and called on people to sign a petition to end the practice. Promoted across IKEA stores and on social media, the campaign ignited a bipartisan tax-law debate and galvanized tax and retail organizations around legislative change, making this the most covered campaign in IKEA Canada’s history.
The campaign gained more than 32,000 petition signatures and saw a 192% increase in sales of its as-is items. Discussions with the federal government to enact long-term change are ongoing.
The campaign, by Edelman, featured an open letter in Canada’s largest newspapers that revealed this unfair double tax, introduced IKEA’s solution, and called on people to sign a petition to end the practice. Promoted across IKEA stores and on social media, the campaign ignited a bipartisan tax-law debate and galvanized tax and retail organizations around legislative change, making this the most covered campaign in IKEA Canada’s history.
The campaign gained more than 32,000 petition signatures and saw a 192% increase in sales of its as-is items. Discussions with the federal government to enact long-term change are ongoing.
Credits
Global Chief Creative Officer, Judy JohnChief Creative Officer, Canada, Anthony Chelvanathan
Chief Strategy Officer, Canada, Laura Kim
Chief Executive Officer, Canada, Bianca Freedman
Associate Creative Director, Copy, Svetlana Popova
Associate Creative Director, Copy, Daniela Marino
Associate Creative Director, Art, Cassandra Shuber
Vice President, Brand, Genevieve Cote
Account Director, Nora Hickey
Vice President, Head of Production & Creative Operations, Canada Tamara Sulliman
Senior Account Manager, Shantelle Pereira
Senior Account Executive, Caelan Mcmichael
Senior Account Executive, Shania Simon
Senior Vice President EGA, Ashley Brambles
Senior Program Manager, Victoria Jordan
Vice President, DXI Human Intelligence, Nicholas Boles
Senior Manager, Market Research, DXI Human Intelligence, Darvin Bhagwat
Research Analyst, DXI Human Intelligence, Jason Routsis
Head of Influencer Marketing, Canada, Sara Rezaee
Vice President, Influencer Marketing, Jessica Lee
Editor, Richard Keating
Senior Editorial Writer, Jonathan Dekel
Director, Public Affairs EGA, Clarissa Schurter
Grayson Matthews, Music House
Carat, Paid Media