Unpackaged Goods,

In their latest campaign called 'Unpackaged Goods,' IKEA is inspiring Canadians to bring calm and organization to their pantries by proving that their storage solutions can organize just about anything, even the chaos of advertising itself.

Using some of the their most popular container lineups, including EKLATANT, VARDAGEN, and IKEA 365+, IKEA is decanting a variety of loudly-branded pantry staples like Skittles, Shreddies and Honeycomb cereal, Maxwell House instant coffee, Whippet and Wagon Wheel marshmallow treats, Bear Paws, and Real Fruit Gummies to bring a sense of visual calm to high-traffic media hubs across Canada, including the most chaotic of all – Sankofa Square.

Social assets have some fun inverting the iconic taglines of some featured brands including Skittles– "Organize the rainbow" and Maxwell House–"Organized to the last drop".

With 'Unpackaged Goods', IKEA seeks to inspire Canadians to add pantry reorganization to their spring cleaning lists by showing them that IKEA has everything they need to bring order, calm, and happiness to their kitchens.

The campaign kicks off on April 21st across OOH and social media, including TikTok, Pinterest and Meta. OOH placements in Toronto include Sankofa Square, Church and Bloor, and transit shelters across the city. OOH placements in Montreal include Place des Arts stations and transit shelters, as well.