IKEA: Moving Day
Leo Burnett, Toronto
How a move organized by IKEA became a move made better.
How do you create relief for a city in angst…and by doing so, turn that relief into unprecedented sales? Every July 1st long weekend in Canada, a cultural phenomenon happens unlike any other. The people of Quebec move, not one-by-one but all at once. They call it Moving Day or Fête du Déménagement,and it leads to complete urban chaos. Imagine 225,000 Montreal residents, in a city of 1.8 million, moving all at the very same time. Not only do...