Ikea Canada: advert-body-1 by Rethink

Ikea Canada is celebrating Pride with a colorful campaign that features drag queens wearing its lamps, shower curtains and umbrellas on the catwalk.

According to the retailer, it collaborated with a number of Toronto drag queens to create “runway-ready outfits made out of everyday Ikea products” for the photo shoot and video.

Called DRÄG, the campaign is part of Ikea’s ‘Beautiful Possibilities’ platform, which spotlights diversity and inclusion. The campaign is primarily social, but also includes out-of-home, digital and OUTtv, Canada's national LGBTQ TV network. Ikea worked with Rethink for the creative and Jungle on the media buy.