Brand: IKEA
Agency: Edelman
2024
The Challenge
How can one brand, perceived as one of the world's top sustainability leaders, spark national discussion around the topic on one particularly idiotic tax system?
Canada, global leader in sustainability, and a country where you pay taxes for second-hand items. Naturally, Ikea wanted to end this double tax, but not without the noise!
Second-hand tax... or SHT, how Ikea named it.
With masterful wordplay, this campaign's executions will put at least one smile on your face.
