IKEA Canada Makes it Count with #EverySecond

Titled Every Second and featuring some of the most special at-home moments, the main spot highlights unique one-second stories

IKEA Canada has rolled out an entirely consumer-generated campaign for the first time. Having received submissions from across the country, the brand has gone on to develop a push titled Every Second featuring some of the nation’s most special at-home moments.

The commercial entails a montage compilation highlighting a series of one-second frames. From pancake flips to patty-cake games to guitar strumming and baby smiles, the memories captured convey a heartfelt impact based on the theme of the initiative and complete the story.

Led by the preliminary leg of the exercise, the first phase aired nationally from 10 January to 21 February 2016, inviting local consumers to enter a short video clip of their personal home-inspired moments for an opportunity to be part of the main television advertisement.

The user-generated spot will see nationwide broadcast from 22 February to 13 March 2016. Entries were submitted online via Facebook, Twitter, and Instagram using the #EverySecond hashtag. The commercial and other featured submissions can be viewed via a dedicated campaign website.

“We believe that home is the most important place in the world and we are thrilled to see Canadians sharing these wonderful moments and making every single second count,” said Lauren MacDonald, Deputy Country Marketing Manager at IKEA Canada.