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Ikea Canada breaks new campaign

Furniture retailer Ikea Canada has begun a new advertising campaign called, "We thought of that." The campaign, which is intended to demonstrate the company's understanding of its customers, was developed by Zig of Toronto. The first phase of the campaign, which broke on Aug. 31, promotes a line of wardrobe products. Future phases will focus on kitchen and home entertainment lines. The creative depicts ways in which Ikea furniture can solve everyday household problems. "Ikea understands your life at home and has anticipated the problems that can arise when rooms don't work as well as they should," said Hilary Lloyd, advertising manager at Ikea Canada. "The new campaign demonstrates just a few of the ways our designs go beyond basic utility, to provide functional solutions." Television commercials are airing in English and French on conventional and specialty stations. Magazine ads are running in House and Home and Ma Maison. Media buying was handled by Mindshare. The campaign will run until the end of 2010.

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