IKEA: Stuff Monster by Rethink

Agency: Rethink
Client: IKEA
Date: Sep 2019
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Ikea is seeking to shake off a reputation for disposable furniture with a new campaign which seeks to open people’s eyes to the possibilities inherent to re-using old furniture rather than buying new.

The sustainability drive centres on The Stuff Monster, a shambling agglomeration of second-hand Ikea products which serves as a metaphor for being weighed down by excess material goods.

The campaign depicts the monster slowly disembowel itself by passing on surplus items to strangers to be used, becoming lighter and happier as the process continues before the human behind the monster is ultimately revealed as the last of her possessions are passed on.


AGENCY: Rethink

Executive Creative Director: Aaron Starkman, Christina Yu, Chris Staples, Ian Grais Creative Director: Joel Holtby, Dhaval Bhatt

Art Director: Joel Holtby Writer: Dhaval Bhatt

Director of Client Services: Marie Lunny Account Director: Sarah Riedlinger Account Manager: Daniel Riggi

Managing Director, Strategy: Sean McDonald Strategy Director: Stacy Ross

Producer: Erica Metcalfe

CLIENT: Ikea Canada

Director of Marketing: Lena Dukic

Marketing Communications Specialist: Jordan Sequeira


Production Company: Scouts Honour Director: Mark Zibert

Director of Photography: Christopher Mably Live Action Producer: Rita Popielak Production Supervisor: Simon Dragland


VFX Studio: A52

VFX Supervisor: Jesse Monsour

CG Supervisor: Andy Wilkoff

2D VFX Artist(s): Jesse Monsour, Richard Hirst, Hugh Seville, Narbeh Mardirossian

3D Artists: Adam Rosenzwieg, Alejandro Castro, Andy Wilkoff, Daniel Jensen, Dustin Mellum, Evan Mayfield, Ian Ruhfass, Joe Chiechi, Joe Paniagua, John Riggs, Josh Dyer, Max Ulichney, Michale Bettinardi, Michael Cardenas, Mike Di Nocco, Suzi Little

Online Editor: Chris Riley Producer: Scott Boyajan

Executive Producers: Patrick Nugent & Kim Christensen Managing Director: Jennifer Sofio Hall


Colorist: Eric Whipp (first pass) & Conor Fisher (final pass) Color Assistant: Jonah Venneri

Senior Color Producer: Jane Garrah


Editorial Company: Rooster Post Editor: Marc Langley

Assistant Editor: Chloe Vankoughnett Executive Producer: Melissa Kahn


Composer: Cat Stevens (licensed track) ’Tea for the Tillerman' Sound Design: Kevin Chamberlain

Final Mix/Engineer: Julian Rudd Managing Partner: Lindsey Bates Creative Director: Ted Rosnick

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Added 22 January 2020
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