IKEA opens up the possibilities (Strategy Online)

Our homes, and our lives, are constantly evolving – and so IKEA’s Canadian brand platform is changing to keep up.

The brand has debuted its new platform and it’s all about what’s possible both inside the home and out. “Beautiful Possibilities,” created by IKEA’s recently named agency of record Rethink, is introduced largely through the eyes of a young girl – the central character in its new diversity-laden brand anthem spot.

The words to the Louis Armstrong classic “What a Wonderful World” narrate her trip home from IKEA. On her short journey, she views many a beautiful possibility in the world, each of which is in some way tied to the IKEA brand and what it stands for – namely themes related to equality and inclusiveness, but also nods to sustainability.

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