2025 Winner

Because IKEA is affordable, people are often surprised by its quality and design. When someone receives a compliment on an IKEA item, they tend to say “Actually, it’s IKEA” – and hence, the name of the campaign. “Spirits” was one in a series of TV spots mimicking high-end luxury brand ads before revealing that they were showcasing IKEA products. The spot led viewers to believe they were watching a spirits ad when it was actually an affordable IKEA glass being promoted. At the end, the distinct voice and accent of IKEA’s spokesperson interrupts the ad with “Actually, it’s IKEA.”

Credits

Chief Creative Officer: Aaron Starkman, Mike Dubrick
Group Creative Director: Robbie Percy, Caroline Friesen
Creative Director / Copywriter: Geoff Baillie
Creative Director / Art Director: Zachary Bautista
Creative Director: Karine Doucet
Copywriter: Rachel Taylor, Julie Day-Lebel
Art Director: Chloe Shapiro
Chief Strategy Officer: Sean McDonald
Strategy Director: Emma Bayfield
Group Account Director: Kiara Wilson
Account Director: Tori Zenko, Catherine B. Mainville
Account Supervisor: Rachel Rava, Queenie See
Associate Director of Broadcast Production: Nadya MacNeil
Integrated Producer: Narine Artinian

Production House: Scouts Honour
Executive Producers: Rita Popielak, Simon Dragland
Director: Mark Zibert
DP: Eric Kaskens
Line Producers: Rita Popielak, Simon Dragland
Production Designer: Jordan Worth
Stylist: Chareese McLaughlin

Transfer: Alter Ego
Colourist: Wade Odlum

Online Studio: The Vanity
VFX Artist: Sean Cochrane
Producer: Katie Methot

Editorial House: Nimiopere
Editor: Graham Chisholm
Assistant Editor: Laura Corredor
Producers: Jenna Edwards/Hannah Stone

Audio House: Vapor
Creative Directors: Ted Rosnick and Ethan Myers
Sound Design: Kevin Chamberlain
Producer: Kat Stewart
Engineer: Julian Rudd

Production House: Common Good
Photographer: Mike Kazik
Executive Producer: Julian Nieva
Studio Manager: Todd Bennet
Retoucher: Kostas Loukopoulos, Todd Bennett
Studio Artist: Todd Bennet

Media: Carat

Loyalty & CRM: Wunderman Thompson
Strategy Director: McKenzie McCart
Accounts: Maryam Asad, Sanya Bharti, Maria Kotob

Client: IKEA
Country Marketing Manager, Jonelle Ricketts
Country Marketing Communications: Jacqueline Wark, Patrick Dennis
Marketing Performance Leader, Carlo Franco
Integrated Media: Vanessa Herz, Samantha Loosley, Agamemnon Spiridoulias
Loyalty Leader, Musab Memon
Customer Engagement & Loyalty Manager, De'ana Torresan
Interior Design: Sophie Harrison, Chynna Morrison