In the imagination of the luxury brandsbombast is often the resource used to communicate their high-end products. Thus, in the common imagination, advertisements for perfumes, fashion or alcohol are presumptuous and aspirational.
Based on these insights, the Rethink agency and Ikea Canada have decided to parody the codes of the luxury advertising in a new campaign from the Swedish furniture brand.
The campaign “Nowadays, it’s Ikea” (It’s actually Ikea), lampoons high-end advertising to underline the brand’s commitment to affordable, well-designed solutions for everyday home life.
“Affordability is a universal priority that affects all demographic groups, such as young professionals furnishing their first apartments, growing families renovating their homes, and retirees looking for comfortable solutions at an affordable price”says the brand’s Marketing Director in Canada, Jonelle Ricketts. “By addressing this shared need, the campaign reinforces our commitment to providing a better everyday life for many Canadians, regardless of their income or lifestyle.”
Technical sheet
Client: IKEA Canada
- Marketing Manager: Jonelle Ricketts
- Director of Marketing Communications: Jacqueline Wark
- Project Manager: Patrick Dennis
- Marketing Performance Leader: Carlo Franco
- Media Managers: Vanessa Herz, Samantha Loosley & Agamemnon Spiridoulias
- Director of Customer Engagement & Loyalty: De’ana Torresan
- Designers: Sophie Harrison & Chynna Morrison
Creative Agency: Rethink
- Chief Creative Officers: Aaron Starkman & Mike Dubrick
- Group Creative Directors: Robbie Percy, Caroline Friesen, Geoff Baillie & Zachary Bautista Creative Director: Karine Doucet
- Copywriters: Rachel Taylor & Julie Day-Lebel
- Art Director: Chloe Shapiro
- Chief Strategy Officer: Sean McDonald
- Strategy Director: Emma Bayfield
- Group Account Director: Kiara WilsonAccount Directors: Tori Zenko & Catherine B. Mainville
- Account Supervisors: Rachel Rava & Queenie See
- Broadcast Producer: Nadya Macneil
- Integrated Producer: Narine Artinian
Producer: Scouts Honor
- Executive Producers: Rita Popielak & Simon Dragland
- Director: Mark Zibert
- Director of Photography: Eric Kaskens
- Line Producers: Rita Popielak & Simon Dragland
- Production Designer: Jordan Worth
- Stylist: Chareese McLaughlin
Post Production & VFX: The Vanity
- Owner & VFX Artist: Sean Cochrane
- Producer: Katie Methot
Grade: Alter Ego
- Colourist: Wade Odlum
- Publisher: Nimiopere
- Editor: Graham Chisholm
- Edit Assistant: Laura Corredor
- Producers: Jenna Edwards & Hannah Stone
Music and Sound: Vapor Music
- Creative Director: Ted Rosnick
Still Image Production: Common Good
- Photographer: Mike Kazik
- Executive Producer: Julian Nieva
- Studio Manager: Todd Bennett
- Retouching: Kostas Loukopoulos & Todd Bennett
- Artist: Todd Bennet