IKEA Canada stages ‘Twelve Days’ Christmas ad
The campaign was created with the backdrop of a classic Christmas carol, reimagined to complement the chaos on screen.
We’re told that 15 animals made an appearance, including six species of birds. And yes, there were handlers on set to ensure the animals were treated kindly. Some CGI was used for the geese and swans, which are notorious for their grumpy natures. This is an IKEA Canada Christmas ad.
“With a holiday ad, you want to stay true to the festive spirit without blending into a sea of sameness. So, we put a chaotic spin on a holiday classic,” – says Geoff Baille, partner and GCD at Rethink, which crafted the campaign.
“We had never worked with so many animals before, so this project was a new and exciting challenge,” he tells Muse. “Going into any shoot, you have a vision of how you want the final product to look. But when you’re working with six kinds of birds, you quickly learn that not everything can be perfectly controlled. We embraced chaos as part of the idea, so we let the birds and cows and goats improvise.”
The “12 Days” song itself – a fresh version developed with Tyson Kuteyi at Grayson Music – ”keeps the spot grounded amid the chaos,” – Baille says.
IKEA wishes you lots of Christmas gifts and the best mood to everyone who visits.
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