It has been year in which home crafts thrived as people gradually became tired of staring at their screens and searched for something else to do while they were stuck at home. New skills in baking, arts & crafts and D-I-Y home and garden projects were discovered. All of this fits in especially well with Ikea’s aim to create a better everyday life at home. So Ikea and Canadian agency, Rethink, are helping to keep these alive and developing or the holiday period.

The retail chain is encouraging people to make the traditional gingerbread house this Christmas – and fill it with miniature items of Ikea furniture. Ikea’s Gingerbread Höme project transforms the classic gingerbread house with classic Ikea additions – like the Billy bookcase, Strandmon armchair and Malm bedframe, using a set of downloadable stencils.

On the Gingerbread Höme page there are downloadable stencils and the classic IKEA assembly instruction guide. (Note: the hated allen key is entirely absent.) Ikea also offers suggestions for suitable bakeware and is inviting people to share their edible furnishings, using the hashtag #IKEAholiday.

Canadian influencers are involved in the wider campaign, sharing their home creations, and Ikea Family loyalty members will get a chance to win limited edition gingerbread cutters in the shape of the furnishings, by scanning their cards in-store to take part in a contest, as well as a $100 gift card.

Wunderman managed the contest and Carat ran the media buy for the campaign, which is running on Instagram and Facebook.