2023 Winner

CASE SUMMARY

As the holiday season approaches, many people spend a lot of time, effort, and money preparing their homes for festive celebrations. However, one often overlooked source of inspiration for holiday decor and furnishings is IKEA. With families finally gathering again after a year of social distancing, IKEA aimed to drive consumers to its online shopping experience and showcase its extensive
holiday offerings.

To help those who may have been out of practice with entertaining, IKEA created Set-The-Tablecloths, a collection of real, beautiful holiday-themed tablecloths with hidden guides for setting the perfect table. Designed for both functionality and aesthetics, the tablecloths feature strategically designed patterns to accommodate cultural dishes and allow room for personal creativity. The Modern design seats 8 and is perfect for a potluck-style gathering, while the Traditional design provides formal seating for 4 with guides for every detail down to the salad fork.

The campaign aimed to increase online visitation to IKEA's website and showcase the brand as a destination for holiday shopping and decor. The campaign delivered impressive results, with 6x the benchmark click-through rate and 64% of site visits coming from new audiences. Additionally, the campaign's contest received the largest participation in IKEA Canada's history, with people entering to win the Set-The-Tablecloths for their own holiday celebrations.

In summary, IKEA Set-The-Tablecloths elevates the holiday dining experience and showcases IKEA's extensive holiday offerings to a new audience through a successful online campaign.

Credits

Chief Creative Officer: Aaron Starkman
Executive Creative Director: Mike Dubrick
Creative Director: Joel Holtby, Natasha Michalowska,
Zachary Bautista
Associate Creative Directors: Skye Deluz, Jacquelyn Parent, Brie Lim
Art Director: Skye Deluz, Zachary Bautista
Writer: Jacquelyn Parent
Designer: Brie Lim
Chief Strategy Officer; Sean McDonald
Strategy Director: Shereen Ladha
Senior Integrated Producer: Kate A. Spencer
Studio Manager, Designer: Brad Kumar
Group Account Director: Kiara Wilson
Account Manager: Melissa Luk
Production Company: Fuze Reps
Photographer: Jim Norton
Producer: Tonya Norton
Executive Producer: Nicole Gomez
Prop Stylist: Catherine Doherty
Food Stylist: Claudia Bianchi
Retoucher: Evonne bellefleur
Post Production Company: R&D Productions
Editor: Stephen Parker
Audio House: Grayson Music
Producer: Tyler Estwick
Director: Tyson Kuteyi
Engineer: Chris Cobain
Packaging: ProPrint, Stephen De Leon
Flash Reproductions: Steve Frattaroli
Media: Carat
CRM: Wunderman Thompson

Client:
Johanna Andren, Chief Marketing Officer
Claudia Mayne, Director of Brand Marketing
Noah Keefe, Marketing Communications Specialist
Jennifer Bauer, Integrated Media Leader
Lisa Huie, Public Relations Leader