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IKEA Canada
Projectu up? Case Study

IKEA Canada u up? Case Study 2025

Associated creatives

Rethink
RethinkAgency / Creative
Carat
CaratMedia

Tags

ikea canada case study videoikea canada case studyikea canada videocase study videoikea canadaadvertising campaign video

Description

This case study video details the u up? advertising campaign created by agency Rethink and media partner Carat for IKEA Canada. The video opens with humorous food and furniture juxtapositions before addressing mattress sales statistics in North America. It transitions into cinematic nocturnal scenes of sleepless individuals in bed scrolling through smartphones. The narrative culminates in an unexpected late-night direct message sent directly to consumers from the official IKEA social media account.