2019 Winner




SilverNiche Strategy

To highlight its commitment to diversity and inclusion, IKEA Canada became a Pride sponsor and identified its own unique
connection to drag culture. Rethink found that drag queens were transforming the retailer’s products into outfits as a form of creative expression. So the team connected with some of Canada’s most well-known drag queens and gave them free rein to create something beautiful out of IKEA merch. The result was a Silver Niche Strategy-winning campaign called “IKEA DRÄG,” which included a live event that was supported by influencers, online video and social posts.

The drag queens first debuted their looks at a fashion show and were then featured in an OOH campaign. The experience was live-streamed during the week leading up to the annual Pride parade in Toronto, and IKEA launched “DRÄG” as a social video, which quickly became the brand’s most-watched piece of content.

Creative Director: Aaron Starkman, Ian Grais, Chris Staples
Art Director: Skye Deluz
Writer: Kyle Simons
Strategist: Hannah Newport, Sean McDonald
Amplification: Aliz Tennant
Broadcast Producer: Anne Marie Martignago
Production Company: R+D Productions
Director: James Cooper
Editor: Stephen Parker
DOP: Istoica
Line Producer: Arnika Tamatoa
On Line: Stephen Parker
Grading: Alter Ego
Account Manager: Sarah Riedlinger, Caleb Goodman, Becky Rudson, Marie Lunny

For registration inquiries, please contact Ben Soldinger at bsoldinger@brunico.com.
For partnership inquiries, please contact Neil Ewen at newen@brunico.com.