IKEA Canada Swaps Partridges for Practical Presents in Holiday Campaign

IKEA Canada has launched its latest holiday campaigns from Rethink, crafted from a single, unifying brief that set out to highlight the unconventional role IKEA plays during the festive season. To capture the diverse cultural nuances that define the holidays across Canada, the team developed two distinct creative platforms - each rooted in unique cultural insights and tailored specifically for English-speaking Canada and Quebec.

Twelve Days

Every year, there’s more and more pressure to find the perfect gift for loved ones. But you can only buy so many sweaters for your great aunt before she has an excess of itchy wool she didn’t actually need or want in the first place.

When you’re thinking of a festive gift, IKEA isn’t always top of mind. But that doesn’t mean they shouldn’t be… So, to remind gift-givers across Canada that the best gifts are often the practical ones, IKEA brought to life the classic holiday song 'The Twelve Days of Christmas' to show that a practical gift from IKEA can be a lot more appreciated than a partridge in a pear tree, two turtle doves, or three French hens (don’t get us started on the swans). Even though IKEA isn’t the first gift you’d think of, it’s likely a gift that you actually want and need.

The campaign came together to the backdrop of the classic carol, reimagined to build with the chaos on screen. In total, the shoot involved coordinating 15 animals, including six kinds of birds. Throughout production, IKEA was committed to supporting the welfare of any animal by engaging Movie Animals Protected (MAP), the industry leader setting the gold standard for ethical treatment. MAP's expert monitors were present on set to educate the crew, identify potential risks, and ensure the physical and emotional well-being of all animals involved.

Of course, not every creature was real - some scenes relied on a touch of CGI magic. For example, any seasoned animal expert knows you can’t gather that many geese in one place without chaos! By blending live action with digital artistry, IKEA was able to tell a heart warming story while upholding the highest standards of care.

'Ih, Ké, Ah!'

Earlier this year, IKEA collaborated with Rethink to launch a new brand campaign specifically for the Québec market called 'Ih, Ké, Ah,' all while still aligning with the pan-Canadian positioning, 'Bring Home to Life.' The new messaging taps into the insight that in Quebec, people use common onomatopoeias that unknowingly contain the brand's name: Ih, Ké, and Ah. They say 'Ih' when there's a problem, 'Ké' when considering a solution, and 'Ah' when they're satisfied with the result.

Building on the campaign's strong initial success, IKEA sought to maintain its momentum with holiday-themed TV that highlighted real-life situations people might encounter during the holiday season, presented with a true Quebecois wit. The campaign features three new relatable scenarios where IKEA helps you navigate common holiday challenges: from dodging your aunt’s questions about when you’ll have kids, to managing the inevitable pile-up of winter boots, to avoiding mishaps while preparing festive fruit platter.

Both Campaigns are featured on TV, OOH, social, and OLV, and in Cinema in English Canadian markets. Rethink leads on strategy and creative, with Carat leading media on all fronts.