Ikea Canada’s product ads challenge you to spot the difference

Rethink’s latest campaign focuses on a small but important divergence between two mostly identical images

Published On
May 02, 2024
Two versions of a dog sitting on an Ikea Millberget swivel chair

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“Spot the Difference” is a fun game (unless you’re a Baltimore Sun reader). Now, Ikea Canada drafts off the popular visual game in a campaign from Rethink that challenges viewers to inspect two product images and find what’s different about them.

The campaign is anchored by online video, supported by OOH, social and digital, and radio. Here’s one of the video executions:


And here are three still images:

Print ad from Ikea Canada's "Spot the Difference" campaign

Print ad from Ikea Canada's "Spot the Difference" campaign

Print ad from Ikea Canada's "Spot the Difference" campaign

If you haven’t figured it out by now, the images are identical—it’s the prices that are different.

The campaign ties into Ikea Canada’s strategy to cut prices throughout 2024 on over 1,500 items—keeping its products and services available at affordable prices during difficult economic times.

“We know that in Canada, the cost of living and affordability is more important than ever as many Canadians face rising living costs and increased inflation,” said Jonelle Ricketts, head of marketing at Ikea Canada. “Through this campaign and as part of our price reduction journey, we’re showcasing Ikea Canada’s commitment to affordability and our vision of creating a better everyday life at home by taking price reductions on products Canadians love most.”

Here’s one of the radio spots from the campaign:

Ikea Canada ‘Ahhhhh’



May 02, 2024
Client :
Ikea (Canada)
Client :
Agency :
Global Chief Creative Officer :
Aaron Starkman
Chief Creative Officer :
Mike Dubrick
Group Creative Director :
Robbie Percy
Group Creative Director :
Caroline Friesen
Associate Creative Director & Copywriter :
Alexander Smith
Associate Creative Director & Art Director :
Mat Cruz
Chief Strategy Officer :
Sean McDonald
Senior Strategist :
Emma Bayfield
Group Account Director :
Kiara Wilson
Account Director :
Tori Zenko
Account Director :
Catherine B. Mainville
Account Supervisor :
Queenie See
Senior Integrated Producer :
Jackie Pal
Broadcast Producer :
Narissa Ward
Broadcast Producer :
Chantal Wakil
Director of Integrated Production :
AJ Merrick
Director of Integrated Production :
Todd Harrison
Director of Broadcast Production :
Shelby Spigelman
Production House :
Impossible Studios
Photographer :
Paul Bolasco
Executive Producer :
Jenna Edwards
Line Producer :
Helen Yousif
Studio Manager :
Todd Bennett
Retoucher :
Kostas Loukopoulos
Studio Artist :
Todd Bennett
Studio Artist :
Justin Chan
Editorial House :
R+D Productions
Editor :
Alex Flemming
Post-Producer :
Shannon Ing
Post-Producer :
Megan O'Connor
Color & Online :
Hardave Grewal
Audio House :
Producer :
Kailee Nowosad
Producer :
Narissa Ward
Creative Designer :
Ted Rosnick
Country Marketing Manager :
Jonelle Ricketts
Country Marketing Communications Leader :
Jacqueline Wark
Marketing Communications Specialist :
Nadia Kassam
Integrated Media Manager :
Kristin Newbigging
Customer Engagement & Loyalty Manager :
Deʼana Torresan
Media Planning :
Media Planning :
Loyalty & CRM :

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