2026 Winner

Holiday gifting is often driven by tradition, not usefulness. “Twelve Days” used that tension to reposition Ikea by flipping the classic Christmas carol. The campaign dramatized the absurdity of impractical gifts, filling a home with birds, dancers and chaos before updating it with something genuinely useful: an Ikea gift card. The film reframed practicality as thoughtfulness, challenging the idea that gifts need to be decorative or indulgent to matter. Supported by a national rollout across OOH, digital and broadcast, the campaign cut through seasonal clutter with a clear, relatable message. Along the way, it delivered 281M impressions, increased store visitation and drove gains in both brand desire and top-of-mind awareness.

Credits

Chief Creative Officer: Aaron Starkman
Chief Creative Officer: Mike Dubrick
Group Creative Director: Robbie Percy, Caroline Friesen
Group Creative Director/Copywriter: Geoff Baillie
Group Creative Director/Art Director: Zachary Bautista
Copywriter: Rachel Taylor
Art Director: Chloe Shapiro
Chief Strategy Officer: Sean McDonald
Head of Strategy: Julian Morgan
Strategy Director: Emma Bayfield
Strategist: Sydney Pottow
Group Account Director: Kiara Wilson
Account Director: Tori Zenko
Account Supervisor: Rachel Rava
Account Manager: Liz Maxwell
Associate Director of Broadcast/Producer: Nadya MacNeil
Senior Integrated Producer: Agnes Gilchrist
PR Account Director: Chenda McKissick
Public Relations Specialist: Claire Tam
Production House: The Salmon
Executive Producer: Natalia Winardi
Line Producer: Shannon Barnes
Director: JJ Adler
DP: Chris Mably
Production Designer: Jesson Moen
Designer: Donna Irvine
Editorial House: Nimiopere
Editor: Graham Chisholm
Assistant Editor: Lucas Wurstlin
Producer: Jenna Edwards
Transfer: Alter Ego
Colourist: Wade Odlum
Producer: Andrew Tavares
Online/VFX: The Vanity
VFX Artist: Naveen Srivastava
Producer: Katie Methot
Audio House: Grayson Music Group
Music and Voice Director: Tyson Kuteyi
Composer: Andrew Austin
Sound Designer: Ben Swarbrick
Vocalists: Andrew Austin and Ali Milner
Engineer: Vlad Nikolic
Producer: Sharon Yokoyama
Media: Planning by Carat
Loyalty & CRM: Wunderman Thompson
Strategy Director: McKenzie McCart
Account Director: Maryam Asad
Account Supervisor: Sanya Bharti
Account Executive: Maria Kotob
Client:
Country Marketing Manager, Jonelle Ricketts
Country Marketing Communications Leader, Jacqueline Wark
Country Marketing Communications Specialist, Patrick Dennis
Country Marketing Communications Specialist, Nadia Kassam
Marketing Performance Leader, Carlo Franco
Public Relations Leader, Alicia Caroll
Integrated Media Leader, Samantha Loosley
Integrated Media Manager, Agamemnon Spiridoulias
Loyalty Leader, Musab Memon
Customer Engagement and Loyalty Manager, De'ana Torresan
Local/In-Store Marketing Specialist, Sushmitha Malali Ramesh
In-Store Interior Design Manager, Christina Martinez
In-Store Interior Design Leader, Jaycel Herring