Drag queens sport Ikea’s products in retailer’s Pride campaign

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.

“At Ikea, we believe in diversity and inclusion and want to celebrate the message of acceptance and self expression that comes with Pride,” said Lauren MacDonald, head of marketing at Ikea Canada, in a statement. “Through the DRÄG campaign we truly wanted to evoke the beautiful possibilities that exist when given the opportunity to be your true self.”

Ikea Canada: DRÄG by Rethink

Added 22 June 2018
Agency: Rethink
Overall Rating
5/5 Vote

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.