“Ih, Ké, Ah!”

“Ih, Ké, Ah!”
Earlier this year, IKEA collaborated with Rethink to launch a new brand campaign specifically for the Québec market called “Ih, Ké, Ah,” all while still aligning with the pan-Canadian positioning, "Bring Home to Life." The new messaging taps into the insight that in Quebec, people use common onomatopoeias that unknowingly contain the brand's name: Ih, Ké, and Ah. They say 'Ih' when there's a problem, 'Ké' when considering a solution, and 'Ah' when they're satisfied with the result.

Building on the campaign's strong initial success, IKEA sought to maintain its momentum with holiday-themed TV that highlighted real-life situations people might encounter during the holiday season, presented with a true Quebecois wit. The campaign features three new relatable scenarios where IKEA helps you navigate common holiday challenges: from dodging your aunt’s questions about when you’ll have kids, to managing the inevitable pile-up of winter boots, to avoiding mishaps while preparing festive fruit platter.