IKEA / 360° Campaign

Moving Day

Every year in Quebec, 225,000 residents move on the same day. This year, IKEA was having a sale the week before Moving Day, which raised the question: why would anyone buy furniture before they move?

The answer: we took IKEA's already flat-packed, boxed furniture - and positioned it as the greatest Moving Day benefit. Why move that clunky dresser you don't even like, when you could move a brand new IKEA dresser that's already packed and ready to go?

Art Director Mary Soroka
Copywriter Shauna Roe
Creative Director(s) Kelly Zettel, Sam Cerullo
Producer Anne Peck
Editor David Nakata