Ikea Canada breaks new brand campaign
Home furnishings retailer Ikea Canada has debuted a new brand campaign called "The Beautiful Possibilities." The campaign will consist of national television advertising accompanied by social media activities. This is the company's first new brand initiative since it introduced its "Long Live the Home" campaign five years ago.
The television creative is intended to depict a child's view of the possibilities within a home, a community and the world. It is also intended to highlight Ikea's work to support social change, sustainability, diversity and equality. The execution makes use of the Louis Armstrong song "What a Wonderful World" and ends with the copy, "We can all have the beautiful kind of home we want. We can all have the beautiful kind of world we want."