IKEA

Johanna Andren, Head of Marketing
Jordan Sequeira, Country Marketing Campaign Leader
Lena Dukic, Director of Brand Marketing
Caroline Hayes, Integrated Media Leader
Maja Boricevic, Communications Specialist

Rethink *Lead Agency

Aaron Starkman, National Chief Creative Officer, Managing Partner
Mike Dubrick, Executive Creative Director, Managing Partner
Joel Holtby, Head of Art, Creative Director, Partner
Sean McDonald, National Managing Partner, Chief Strategy Officer
Dorota Pankowska, Art Director
Justin Santelli, Copywriter
Shereen Ladha, Strategy Director
Sarah Riedlinger, Group Account Director
Daniel Riggi, Account Director
Megan Christopher, Account Manager
Narine Artinian, Producer
Spencer Houghton, Junior Producer
Brad Kumar, Production Artist
Todd Harrison, Director of Integrated Content
Stacy Ross, Strategy Director
Melissa Luk, Account Manager

Carat (Canada)

Vanessa Coutinho, Account Director
Karen Hrstic, VP, Group Account Director
Faizal Shaikh, Communications Planning Supervisor
Crystal Kim, Media Coordinator
Monalyn Quelnat, Media Planner

Wunderman Thompson (Canada)

Mike Goddard, Group Account Director
Cami Armand, Account Supervisor
Lekan Olasina, Account Executive

To attract consumers to their kitchen event, IKEA needed to illustrate their strength against competition: their value in sustainability. Although IKEA’s offering helps Canadians incorporate sustainability in their homes (from water-saving faucets to recycled plastic cabinets), the kitchen remains the most wasteful room. We waste water, electricity, and tonnes of food. So we created the IKEA ScrapsBook, a tool to help Canadians waste less. The ScrapsBook increased sales (+10%), visitation (+16%), and perceptions that IKEA has a positive impact in the world (+3%), earning global press on IKEA’s sustainability efforts.