IKEA Canada: Quick & easy room makeover
Leo Burnett
Situation analysis
Overall assessment
Repositioning renovations in the minds of Canadians
In Canada, most people think changing a room's look and feel requires a major renovation, which is both expensive and time consuming. Over 40 renovation shows on Canadian television alone reinforce this idea every single day.
IKEA wanted to show Canadians that home improvement doesn't have to be this way – that you can completely change a room's look by simply adding some textiles: inexpensively, quickly and easily. Just as a wardrobe signals to others our unique style from season...