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Ikea releases Troll campaign

Ikea Canada has begun a new campaign called “The Troll,” intended to highlight the link between a home and happiness. The two-minute video depicts a lonely troll who meets a boy who helps to “brighten his life” with Ikea products. The ad represents the next phase of the retailer’s “Bring Home to Life” campaign which began in 2022. The campaign will be run until April. It also makes use of out-of-home, in-store, social media and digital elements. It was developed by Rethink.

“We know through our annual ‘Life at Home’ research that there’s a direct relationship between how our homes feel and how we feel,” said Johanna Andren, head of marketing at Ikea Canada. “With this campaign, we wanted to demonstrate how Ikea can influence that relationship between our home and wellbeing. The story of the troll, while fantastical, is also grounded in a human truth that we can all relate to. Through the relationship between the caring boy and the grumpy troll, we see that with a little meaningful attention, we can transform our space, and our lives.”

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