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Ikea breaks Stuff Monster campaign

Ikea Canada has released a new television commercial called “Stuff Monster.” The computer animated ad promotes the chain’s sustainability initiatives such as its sell-back program for used products. The creative features a monster made of old furniture which is intended to represent the way in which accumulated belongings can weigh a person down. The ad encourages consumers to reduce clutter by eliminating objects they no longer use. The campaign, developed by Rethink, also includes out-of-home advertising. It will run until the end of October.

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