Ikea Canada is celebrating Pride with a new colorful campaign in which drag queens designed and modelled their products in a fashion show.
Brand’s shower curtains, umbrellas and even lamps became flamboyant clothing items in the new campaign, in which Ikea collaborated with several drag queens in Canada to create “runway-ready outfits made out of everyday Ikea products.”
The campaign and the line of clothing have been dubbed DRÄG, and is part of Ikea’s wider ‘Beautiful Possibilities’ campaign which calls for diversity.
The campaign includes social, out-of-home, digital and TV elements on Canada’s national LGBTQ TV network. The creative agency that helped with the campaign was Rethink, while media buy went through Jungle.
“At Ikea, we believe in diversity and inclusion and want to celebrate the message of acceptance and self expression that comes with Pride,” said Lauren MacDonald, head of marketing at Ikea Canada, and added: “Through the DRÄG campaign we truly wanted to evoke the beautiful possibilities that exist when given the opportunity to be your true self.”
