Ikea turns real Toronto homes into showroom displays

“We used our personal network and location scouts to find real spaces people live in,” says Geoff Battle, associate creative director at Rethink, which developed the campaign. “We chose homes to represent different neighborhoods and lifestyles across the city.”

Kragsta coffee tables, Gradvis vases and Fjallbo laptop stations were among the items on display. Alas, the owners do not keep the furniture. Nor those stylish Ikea signs that decorate their homes. Most likely.

But… what would those things look like on the subway? That’s what we want to know!


Title: “Window Shopping”
Client: Ikea Canada
Creative Director: Aaron Starkman
Artistic and creative director: Joel Holtby
Creative Director: Zachary Bautista
Associate Creative Director: Geoff Baille
Editor: Geoff Baille
Artistic Director: Zachary Bautista
Chief Strategy Officer: Sean McDonald
Chief Strategy Officer: Shereen Ladha
Group Account Manager: Kiara Wilson
Account Manager: Megan Christopher
Account Manager: Erica Francis
Account Manager: Chaityadeep Singh Mainee
Senior Integrated Producer: Terri Winter
Production company: Undivided Creative Inc.
Director: Jeremy Thompson
Director of photography: Jeremy Thompson
Production House Producer: Christa Lindsay
Studio Artist: Brad Kumar, Todd Bennett, Justin Chan, Stephanie Sherwood, Nabil
Editor: Tyler Erdelac
Color / Visual effects: Hardave Grewal, Dan Mccarthy
Home Audio: Steam Music
Music Director: Ted Rosnick
Audio Producer: Kailee Nowosad
Cast: Groundglass Casting (hero), Faces and Places Talent Agency (background)
Date of first appearance: May 26, 2022

Johanna Andrén, Head of Marketing, Ikea Canada
Jordan Sequeira, Country Marketing Campaign Manager, Ikea Canada
Brooke Lougheed, Country Interior Design Manager, Ikea Canada
Lisa Huie, Public Relations Manager, Ikea Canada

Media: Carat
Tracey Cronin, Account Manager
Kevin Martins, Digital Performance Strategist

About Ethel Nester

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