Lamp Recycled

Entire Advertising Campaign

2019

Rethink
w: rethinkcanada.com

In 2002, the brand came out with 'Lamp,' an iconic spot directed by Spike Jonze that told the story of a woman discarding her old lamp for a new one. It's a sentimental story where you truly feel sorry for the old lamp. Until IKEA pulls the rug out from under you—enter their iconic Swedish spokesperson Jonas cheekily saying: Many of you feel bad for this lamp. That is because you're crazy. It has no feelings, and the new one is much better.

Winner: Rethink
Client: IKEA Canada
Creative Director: Joel Holtby, Mike Dubrick, Aaron Starkman, Christina Yu, Ian Grais, Chris Staples
Writer: Mike Dubrick
Art Director: Joel Holtby
Strategist: Stacy Ross
Strategy: Sean McDonald
Broadcast Producer: Anne Marie Martignago
Production Company: Scouts Honour
Director: Mark Zibert
Line Producer: Rita Popielak
Editor: Marc Langley
Director of Photography: Todd Martin
Post-Production: Rooster Editorial
Online Editor: Ernie Mordak
On-Line: Fort York VFX
Grading: Eric Whipp
Audio House: Vapor RMW, Mit Out Sound
Audio Producer: Ted Rosnick
Composer: Ren Klyce
Account Director: Caleb Goodman, Marie Lunny, Sarah Riedlinger
Account Manager: Becky Rudson
Ad Agency: Rethink