IKEA lights 10 upholstered sofas with different Pride flags

IKEA has released 10 armchairs in Canada inspired by the colors of different Pride flags.

The LGBTQ + community oozes diversity from every pore and to account for it IKEA has taken out of the hat in Canada 10 armchairs inspired by the colors of different Pride flags (which go far beyond the emblematic rainbow banner).

Each of the armchairs or «Love Seats» corresponds to a specific sexual identity (asexual, bisexual, lesbian, non-binary, pansexual, or transgender). And its design is carried out by LGBTQ + designers Charlotte Carbone, Ali Haider, Bianca Daniela Nachtman and Madison Van Rijn.

Developed by the Rethnik agency, lThe campaign also places under the spotlight 10 people attached to the LGBTQ + community who pose proudly in the armchairs that best fit their sexual identity.

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«The love story that I want to share is my love for the community to which I belong»explains Marisa, a person of non-binary gender, in one of the interviews that are part of the campaign. “” When I was fortunate to find this community, that’s when I really started to feel comfortable and loved, “she adds.

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In another interview, Jules, a transgender woman, and her boyfriend Michael talk about their relationship, highlighting the universal need for acceptance and connection.

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“Any transgender person will tell you that dating, connections, and relationships are probably the things that overwhelm them the most because you never know if the other person will accept you or not“, Jules infatiza.

The challenges commonly faced by transgender people tend to intensify for those who, like Brianna, identify as asexual and they often have a long way to go to become aware of themselves.

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«For us it is important to open the spectrum of what a love story can become, from love in its most romantic aspect to love for the community through self-love»says Claudia Mayne, marketing director for IKEA Canada.

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With its campaign, the famous Scandinavian brand approaches different sexual identities in a way that only IKEA could., stresses, for his part, Joel Holtby, creative director of Rethink. Comfortable and overstuffed sofas are a very accurate metaphor and the colors that are part of their upholstery also carry a powerful message, he adds.

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Such unique sofas will stroll through different festivities on the occasion of Pride They will also be seen on panels and programs across Canada.


Título: Love Seats
Advertiser: IKEA

Agencia: Rethink
CCO: Aaron Starkman
Executive Creative Director: Mike Dubrick
Head of Art & Creative Director: Joel Holtby
Associate Creative Director & Art Director: Caroline Friesen
Associate Creative Director & Copywriter: Robbie Percy
Designer: Erin Struble
Strategist: Shereen Ladha
Chief Strategy Officer: Sean McDonald
Director Of Broadcast / Producer: Shelby Spigelman
Broadcast Producers: Spencer Houghton, Anna Tricinci
Director of Print Production: AJ Merrick
Production Artist: Shane Finigan
Production House: Undivided Creative
Production House Producer: Scott Houghton
Director: Kobi Ntiri
DOP: Nina Djacic
Photographer: Joe Bulawan
Behind-The-Scenes Videography: Bradley Golding
Photo Retoucher: Joe Bulawan / Shane Finigan
Post Production House: School Editing
Editor: Lauren Horn, Lynn Sheehy
Assistant Editor: Fiona Alvarez
Post Production Producer: Yumi Suyama
Transfer & On-Line: Emmett Maloney
Audio House: Grayson Matthews
Audio Director/ Engineer: Brian Bernard
Music Director: Rich Hamilton
Audio Producer: Nicholas Shaw
Date of First Appearance: June 24, 2021
Account Services:
Sarah Riedlinger, Group Account Director
Megan Christopher, Account Manager
Spencer Boyle, Account Intern
Catherine Blouin-Mainville, Account Director (FR)
Gabrielle Bergeron, Account Manager (FR)

Loveseat Designers:
Bianca Daniela Nachtman
Madison Van Rijn
Ali Haider
Charlotte carbon

Media: Carat
Karen Hrstic, VP – Group Account Director
Vanessa Coutinho, Associate Account Director
Faizal Shaikh, Account Supervisor
Monalyn Quelnat, Media Planner
Crystal Kim, Media Coordinator

CRM: Wunderman Thompson

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