The One Show
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Category
Promotional / Collateral Items
Annual ID
OS22_DE091M
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.
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
Merit
Credits
Agency
Rethink
Client / Brand
Ikea
Production Company
Undivided Creative
Music / Sound Production Company
Grayson Matthews
Post Production Company
School Editing / Toronto
Media Agency
Carat
Copywriter
Karine Doucet
Camille Mongeau
Chief Creative Officer
Aaron Starkman
Creative Director
Joel Holtby
Caroline Friesen
Robbie Percy
Designer
Erin Struble
Director
Kobi Ntiri
Editor
Lauren Horn
Lynn Sheehy
Executive Creative Director
Mike Dubrick
Photographer
Joe Bulawan
Strategist
Shereen Ladha
Sean McDonald
Account Director
Catherine Blouin-Mainville
Account Supervisor
Faizal Shaikh
Assistant Editor
Fiona Alvarez
Engineer
Brian Bernard
Retoucher
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
CMO
Johanna Andren
CRM
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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