One of the joys of the Christmas season is the collection of songs we all know and love – especially when advertising agencies have fun with them. Rethink and IKEA Canada present the Twelve Days of Christmas as a humorous view of Christmas giving.
The aim of the campaign is to remind gift-givers across Canada that the best gifts are often the practical ones. A practical gift from IKEA can be a lot more appreciated than a partridge in a pear tree, two turtle doves, or three French hens. IKEA isn’t the first gift people think of but, the campaign points out, it’s likely a gift that is actually wanted and needed.
The shoot involved coordinating 15 animals, including six kinds of birds. Throughout production, IKEA was committed to supporting the welfare of any animal by engaging Movie Animals Protected (MAP), the industry leader setting the gold standard for ethical treatment. MAP’s expert monitors were present on set to educate the crew, identify potential risks, and ensure the physical and emotional well-being of all animals involved…
…and not every creature was real. Some scenes relied on a touch of CGI. (You just can’t gather that many geese in one place without chaos.)
The campaign covers TV, OOH, social, and OLV, and in cinema in English Canadian markets. Rethink led strategy and creative, with Carat leading media.
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