The challenge was to keep things simple, playful and inspirational so that they standout in the clutter.

We used IKEA’s brand purpose, to create a better everyday life for the many people, to connect with Montreallers in a more meaningful way –making a move organized by IKEA a move made better .

IKEA recognized people needed something better, which demanded a more substantive and meaningful gesture. We HAD to provide something of greater value: not a promise, position or benefit, but a gesture rooted in the brands purpose. With Moving Day, IKEA provided the people of Montreal with a compelling and relevant reason of why they exist in their lives, not an explanation of what they do.

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