The Canadian operation of IKEA became a Pride sponsor and treated us to a fabulously colorful "DRÄG Pride".

To celebrate Pride, drag queens made stunning outfits, not out of clothes but out of IKEA products. "This is DRÄG: a celebration of LGBT+ Pride and its beautiful possibilities. Because being yourself makes beautiful things happen."

The campaign included a live event that was supported by OOH, influencers, digital and a media buy with OutTV, as well as social posts - which quickly became the brand’s most-watched pieces of content. DRÄG won a Silver Niche Strategy Award