Ikea conducts Pride campaign
Furniture retailer Ikea Canada has begun a new marketing campaign timed to coincide with Pride events nationally. The campaign, developed by Rethink, primarily makes use of social media content, supported with out-of-home and digital advertising, as well as video. Media buying for the campaign is being conducted by Jungle. The creative depicts a number of Toronto-based drag queens modeling outfits made from Ikea merchandise. Ikea is a sponsor of Pride Toronto.