Trending PR Campaigns
Assemble the World
Ikea Canada and Dentsu Canada reimagined 18 national flags using only Ikea products—furniture, accessories and homeware—to create shareable visuals across social, Ikea-owned channels and OOH near stores for the World Cup, inviting people to ‘Click, Buy, Wave’. The stunt turns catalogue items into playful national flags to celebrate multicultural fandom and drive cultural attention during the tournament.
Why it worked: It hijacked a global news moment with a visual puzzle—recognizable flags built from shoppable SKUs—blending fandom, commerce, and instant shareability.
The lesson: Consider turning a trending symbol into a build-from-your-products challenge, then publish a shoppable gallery timed to the peak moment.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| marketingoops.com | IKEA Canada เปลี่ยนเฟอร์นิเจอร์เป็นธงชาติ ฉลองบอลโลกด้วยแคมเปญ Assemble the World | Wednesday 24th June, 2026 |
| creativebloq.com | Ikea turns World Cup campaign into the ultimate guessing game | Thursday 25th June, 2026 |
| creativereview.co.uk | Ikea turns furniture into football flags for World Cup campaign | Friday 26th June, 2026 |