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Ikea begins holiday campaign

Ikea Canada has begun a national holiday marketing campaign. The effort, developed by Zig of Toronto, consists of out-of-home advertising and online banners. The creative is intended to convey the chain's ability to create "cozy and festive" homes for the holidays. One out-of-home execution is a three-dimensional installation along the Gardiner Expressway in Toronto made of pieces of Ikea furniture. Digital and traditional billboards will run nationally, while online ads will run on HGTV.ca, StyleatHome.ca, CanadianHouseandHome.com, DecorMag.com and Ikea.ca. "During the holiday season, people are looking for inspiring and affordable solutions to decorate their homes," said Hilary Lloyd, advertising manager at Ikea Canada. "The creative execution of these ads showcases some of our most popular holiday items in a way that is accessible and appealing." Media planning and buying was handled by Mindshare Canada. The campaign will run until the end of the year.

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