Ikea campaign puts a twist on what it means to 'make yourself at home'

Film by Rethink for Canadian market shows how your environment can unlock your potential

Published On
Mar 07, 2022

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Some of Ikea's strongest advertising in recent years has focused on the importance of home as a sanctuary and a family place "where life happens." Now the retailer is making another point: an inspiring home environment can help unlock your potential and shape who you become.

The retailer's newest spot for the Canadian market, via Rethink, begins with the narrator saying that Ikea sees another meaning to the phrase "Make yourself at home." It goes on to show three vignettes illustrating how home objects from Ikea inspire people creatively.

In one, an easel fitted with Ikea's "Mala drawing paper encourages a young girl into a career in creative design; in another, a Vatenkrasse watering can inspires a boy's lifelong love of gardening. And in the third, an older man uses a Ranarp work lamp to become a children's author, after spending time telling stories to his grandchildren. The spot ends with the words: "Make yourself. At home."

"We know through our extensive research and experience as a global leader in life at home that home is much more than the four walls of our spaces, it's a place that shapes who we are and who we can become," said Johanna Andrén, Head of Marketing, Ikea Canada, in a statement. "It was important for us to produce a campaign that is connected to more than just the functional aspects of Ikea. We wanted to connect to the emotional benefits that our brand and products inspire for the many Canadians."

The ad was directed by Patrick Daughters via Merchant, with the production involving building six unique rooms from scratch. It also features a diverse cast; Ikea stated that it was " overwhelmed by the response to our casting call inviting people of all backgrounds to audition, enabling us to remain true to our equality and diversity values."

"Creating beautiful, yet authentic and relatable rooms is synonymous with Ikea, though no easy feat," said Joel Holtby, creative director at Rethink Canada. "We're proud of the approachable details brought to life in the spot, but especially giving new meaning to a common expression like 'make yourself at home,' that only Ikea could authentically say."


Mar 07, 2022
Client :
Agency :
Aaron Starkman
Executive Creative Director :
Mike Dubrick
Creative Director & Head of Art :
Joel Holtby
Creative Director :
Natasha Michalowka
Creative Director :
Frederick Nduna
Art Director :
Natasha Michalowka
Art Director :
Amber Arezes
Copywriter :
Frederick Nduna
Copywriter :
Marwa Hassan
Strategy Director :
Shereen Ladha
Chief Strategy Officer :
Sean McDonald
Director Of Broadcast :
Shelby Spigelman
Senior Broadcast Producer :
Chantel Brinkman
Director of Print Production :
AJ Merrick
Integrated Producer :
Jenna Fullerton
Studio Manager :
Brad Kumar
Production House :
Director :
Patrick Daughters
Executive Producer :
Ian Webb
Production House Producer :
Shannon Barnes
Adam Marsden
Offline Edit House :
Editor :
Marc Langley
Assistant Editor :
Austin Blackmore
Offline Executive Producer :
Melissa Khan
Transfer :
Alter Ego
Colorist :
Eric Whipp
Head of 2D :
Andres Kirejew
Head of 3D/CG Lead :
Gene Dreitser
Executive Producer :
Caitlin Schooley-Groneveldt
VFX Producer :
Alison Maxwell
2D Lead/VFX Supervisor :
Alex Shahviri
Compositor :
Alex Boothby
Compositor :
Ashish Dewan
Compositor :
Matthew Dochstader
Compositor :
Andy Robinson
DMP Artist :
Bojan Zoric
Previs Artist :
Darren Chang
VFX Assistant :
Ben Lee
Audio House :
Vapor Music
Music/Audio Director :
Ted Rosnick
Audio Engineer :
Ethan Myers
Audio Producer :
Kailee Nowosad
Photography :
Unified Content
Photography :
Naomi Finlay Photography
Photographer :
Naomi Finlay
Producer :
Aarin MacKay
Unified Content + Executive Producer :
Michi Lepik-Stahl
Prop Stylist :
Ji-yun Han
CGI Artist/Retoucher :
Brad Pickard
Group Account Director :
Kiara Wilson
Account Director :
Megan Christopher
Account Manager :
Melissa Luk
Account Director :
Catherine Blouin-Mainville
Account Manager :
Gabrielle Bergeron
Chief Marketing Officer :
Johanna Andren
Director of Brand Marketing :
Claudia Mayne
Marketing Communications Leader :
Jacqueline Wark
Marketing Communications Specialist :
Ami Warrington
Marketing Communications Specialist :
Nadia Kassam
Integrated Media Leader :
Marissa Fischer
Public Relations Leader :
Lisa Huie
Interior Design Leader :
Lindsay Marsh
Media :
VP Group Account Director :
Karen Hrstic
Account Director :
Vanessa Coutinho
Communications Planning Supervisor :
Faizal Shaikh
Media Coordinator :
Phillip Choi
Wunderman Thompson

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