IKEA Canada

Christine Whitehawk, Communications Manager
Alia Kemet, Media Manager

Leo Burnett/Arc Worldwide Canada *Lead Agency

Pat Dunigan, Managing Director
John Line, Account Director
Dan Ng, Worldwide Planning Director
Caroline Kell, Senior Planner
Leo Vladimirsky, Creative Director

Jungle Media

Jennifer Pechenik, Senior Partner, Communications Strategy Director
Evan Fleischer, MEC Entertainment
Brian Chang, Partner, Communications Strategy Director

Every July 1st long weekend in Canada, a cultural phenomenon happens. The people of Quebec Canada move, not one by one but all at once. Moving Day emerged out of a key insight that what people needed the most from IKEA was what was most scarce boxes. The campaign turned the ordinary, average dull brown cardboard box into a compelling, central media vehicle. By tapping into the cultural fuel of urban communalism, IKEA moved into the hearts and minds of all Quebecers, and moved Quebecers into an IKEA store.