The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Design

Love Seats

Agency Rethink + IKEA

Client IKEA Canada


Promotional / Collateral Items

Annual ID


About the Work

During Pride, all brands fly the rainbow flag. But there are many different Pride flags, and the identities that these flags represent from trans to nonbinary to bisexual are often ignored. That’s why IKEA went beyond the rainbow and created 10 Love Seats inspired by 10 different Pride flags. Each Love Seat was created by a designer in the LGBTQ+ community and inspired by the story of someone who identifies with that flag. The Love Seats were intended to start a conversation about identity. But when the love seat inspired by the bisexual flag went viral, it started a bigger conversation than anyone could’ve imagined. While some took issue with the design, the inspiration behind the couch became the real story and was used to highlight the challenges and stigma bisexual people face within the LGBTQ+ community. The campaign was shared online millions of times, featured on popular Late Night shows like Jimmy Kimmel, and named 2021’s most inclusive, authentic Pride campaign by AdAge. Most importantly it resonated with the communities it sought to highlight and became Twitter’s most talked about Pride campaign ever.

2022 Awards

Total Points: 3





Client / Brand


Production Company

Undivided Creative

Music / Sound Production Company

Grayson Matthews

Post Production Company

School Editing / Toronto

Media Agency


Chief Creative Officer

Aaron Starkman


Erin Struble


Kobi Ntiri

Executive Creative Director

Mike Dubrick


Joe Bulawan

Account Director

Catherine Blouin-Mainville

Account Supervisor

Faizal Shaikh

Assistant Editor

Fiona Alvarez


Brian Bernard


Joe Bulawan
Shane Finigan

VP Group Account Director

Karen Hrstic

Account Intern

Spencer Boyle

Account Manager

Megan Christopher
Gabrielle Bergeron

Associate Account Director

Vanessa Coutinho

Audio Producer

Nicholas Shaw


Johanna Andren


Wunderman Thompson

Director of Brand Marketing

Claudia Mayne

Group Account Director

Sarah Riedlinger

Integrated Media Leader

Vanessa Herz

Love Seat Designer

Bianca Daniela Nachtman
Madison Van Rijn
Ali Haider
Charlotte Carbone

Marketing Communications Specialist

Jordan Sequeira

Media Coordinator

Crystal Kim

Media Planner

Monalyn Quelnat

Online Content Specialist

Kayla Gosselin

Post Production Producer

Yumi Suyama

Production Artist

Shane Finigan

Public Relations Leader

Lisa Huie

VFX / Colour Artist

Emmett Maloney


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