Ikea made loveseat covers inspired by 10 different Pride flags

Campaign from Rethink will appear on billboards and social media

Published On
Jun 28, 2021

Editor's Pick

Ikea is helping Toronto celebrate Pride this weekend by creating slipcovers for its loveseat sofas inspired by 10 different Pride flags. 

The campaign, via Rethink, commissioned four designers from the LGBTQ+ community (Bianca Nachtman, Madison Van Rijn, Charlotte Carbone, and Ali Haider)  to design the covers, which include designs inspired by the transgender, pansexual, 2Spirit, gender fluid, bisexual, non-binary, lebsian, progress and asexual flags. 

While the custom designs will not be available for purchase,  they will be on display in Ikea stores across Canada to coincide with Pride celebrations in their corresponding regions. They've also been used for a series of films that will appear on social media telling the stories of different members of the community, and they will feature on billboards running in Toronto, Montreal and Vancouver through July 22.

In addition to Rethink, Carat worked on media, Wunderman Thompson on CRM and Hill+Knowlton for PR for the campaign. 

“Each Love Seat was designed in collaboration with a community member and inspired by the colors and personal meaning of the corresponding flag. Each designer had the freedom to create a one-of-a-kind piece of art,” said Claudia Mayne, director, marketing communications at Ikea Canada, in a statement. “This partnership is our way of helping artists in different communities express themselves on a large platform in a way that’s been tricky during COVID-19.”

Ikea Pansexual Flag Love Seat


Jun 28, 2021
Client :
Ikea (Canada)
Agency :
Aaron Starkman
Executive Creative Director :
Mike Dubrick
Head of Art & Creative Director :
Joel Holtby
Creative Director :
Joel Holtby
Associate Creative Director & Art Director :
Caroline Friesen
Associate Creative Director & Copywriter :
Robbie Percy
FR Associate Creative Director & Copywriter :
Karine Doucet
FR Copywriter :
Camille Mongeau
Designer :
Erin Struble
Strategist :
Shereen Ladha
Chief Strategy Officer :
Sean McDonald
Director Of Broadcast / Producer :
Shelby Spigelman
Broadcast Producer :
Spencer Houghton
Broadcast Producer :
Anna Tricinci
Director of Print Production :
AJ Merrick
Production Artist :
Shane Finigan
Production House :
Undivided Creative
Production House Producer :
Scott Houghton
Director :
Kobi Ntiri
Nina Djacic
Photographer :
Joe Bulawan
Behind-The-Scenes Videography :
Bradley Golding
Photo Retoucher :
Joe Bulawan
Photo Retoucher :
Shane Finigan
Post Production House :
School Editing
Editor :
Lauren Horn
Editor :
Lynn Sheehy
Assistant Editor :
Fiona Alvarez
Post Production Producer :
Yumi Suyama
Transfer & On-Line :
Emmett Maloney
Audio House :
Grayson Matthews
Audio Director/ Engineer :
Brian Bernard
Music Director :
Rich Hamilton
Audio Producer :
Nicholas Shaw
Group Account Director :
Sarah Riedlinger
Account Manager :
Megan Christopher
Account Intern :
Spencer Boyle
Account Director :
Catherine Blouin-Mainville
Account Manager :
Gabrielle Bergeron
Chief Marketing Officer :
Johanna Andren
Director Marketing Communications :
Claudia Mayne
Marketing Communications Specialist :
Jordan Sequeira
Integrated Media Leader :
Vanessa Herz
Public Relations Leader :
Lisa Huie
Online Content Specialist :
Kayla Gosselin
Loveseat Designer :
Bianca Daniela Nachtman
Loveseat Designer :
Madison Van Rijn
Loveseat Designer :
Ali Haider
Loveseat Designer :
Charlotte Carbone
Media :
VP Group Account Director :
Karen Hrstic
Associate Account Director :
Vanessa Coutinho
Account Supervisor :
Faizal Shaikh
Media Planner :
Monalyn Quelnat
Media Coordinator :
Crystal Kim
Wunderman Thompson

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