Love Seats

Cause-Related Advertising - Single


Rethink, Toronto/Montreal/Vancouver
t: 416-583-2178
w: rethinkideas.com

Ad Agency: Rethink Client: IKEA Canada, Johanna Andren, Claudia Mayne, Jordan Sequeira, Vanessa Herz, Lisa Huie, Kayla Gosselin Chief Creative Officer: Aaron Starkman Executive Creative Director: Mike Dubrick Creative Director: Joel Holtby Art Director: Joel Holtby, Caroline Friesen Associate Creative Director: Caroline Friesen, Robbie Percy, Karine Doucet Writer: Robbie Percy, Karine Doucet, Camille Mongeau Designer: Erin Struble Strategist: Shereen Ladha Chief Strategy Officer: Sean McDonald Director of Broadcast Production: Shelby Spigelman Broadcast Producer: Spencer Houghton, Anna Tricinci Print Producer: A.J. Merrick Production Artist: Shane Finigan Production House: Undivided Creative Inc. Producer: Scott Houghton Director: Kobi Ntiri Director of Photography: Nina Djacic Photographer: Joe Bulawan Behind the Scenes Videographer: Bradley Golding Retoucher: Joe Bulawan, Shane Finigan Post-Production House: School Editing Editor: Lauren Horn, Lynn Sheehy Assistant Editor: Fiona Alvarez Producer: Yumi Suyama Transfer & Online: Emmett Maloney Audio House: Grayson Music Engineer: Brian Bernard Music Director: Rich Hamilton Producer: Nicholas Shaw Group Account Director: Sarah Riedlinger Account Manager: Megan Christopher, Spencer Boyle, Gabrielle Bergeron Account Director: Catherine Blouin-Mainville Media Agency: Carat VP, Group Account Director: Karen Hrstic Associate Account Director: Vanessa Coutinho Account Supervisor: Faizal Shaikh Media Planner: Monalyn Quelnat Media Coordinator: Crystal Kim CRM: Wunderman Thompson Canada Love Seat Designer: Bianca Daniela Nachtman, Madison Van Rijn, Ali Haider, Charlotte Carbone

IKEA went beyond the rainbow to create 10 custom Love Seats inspired by 10 different Pride flags. Each Love Seat was created by a designer in the 2SLGBTQ+ community and inspired by the story of someone who identifies with that flag. These custom Love Seats turned a ubiquitous IKEA product into a platform to celebrate identity and spark important conversations about underrepresented communities.