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Assemble Together

Work / IKEA / 2021 / Video

The perfect holiday is the one you make your own. We worked with IKEA to celebrate all the ways Canadians choose to assemble together for the holidays.

We wanted to show the universal story of Canadians assembling together for the holidays, through the specific story of a South Asian family making the holidays their own. We worked with a cultural consultant and a diverse team of Rethinkers to bring this story to life in an authentic, relatable way. The world famous Bollywood track, Chaiyya Chaiyya, helped too.

In this campaign, assembly is about more than just building IKEA furniture, it’s about how things and people come together to create memorable moments. We used CGI and the iconic IKEA flatpacks to carry this theme into our 360 campaign.