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After winning two Gold Lions in 2025, IKEA is back in the spotlight at this year’s International Festival of Creativity with its “U Up?” campaign.
On the fourth day of Cannes, the work, developed by Rethink Toronto with Carat handling media, continued to resonate with jurors, earning a Silver Lion in Creative Strategy and a bronze in Creative Effectiveness. Canada secured eight shortlists in Creative Strategy and one in Creative Effectiveness.
Launched in February 2025, the social and OOH campaign saw IKEA send direct messages on Instagram to select Canadians who were awake late at night in a stunt aimed at connecting with consumers looking for better sleep solutions.
Around 500 messages were sent to Canadians scrolling between 10 p.m. and 5 a.m. Some recipients received a free mattress, while everyone contacted was offered a 15% discount on mattresses and sleep products. The retailer also extended the free-mattress offer to influencers, generating additional buzz around the campaign.
In Brand Experience & Activation, Canadian shops won three Lions from 12 shortlisted. Jury president Rafael Pitanguy, deputy global CCO at VML, said the category stood out for the quality of its craft and for brands that embraced, rather than hid, their weaknesses. He also called it one of the most diverse categories in terms of brand representation from around the world.
Among Canada’s winners, Courage earned a Silver Lion for KFC’s “Kyle F*cking Connor,” while Rethink’s “Heinz Dipper” for Heinz took home a Bronze. Courage also won Bronze for “KitKat Security Detail.”
Meanwhile, Canada’s only shortlist in the still-young Creative Commerce category converted into a Bronze Lion. The category received 393 entries from 43 countries, with 41 works shortlisted from 16 countries and 14 Lions awarded overall.
“Cancer Prevention Discounts” for Broadfork Produce by Tank Worldwide, Montreal, earned the Bronze. The initiative assigns percentage discounts to select foods based on research linking them to reduced cancer risk, with in-store signage and online listings explaining the connection. The program currently focuses on a small list of vegetables, fruits and nuts chosen for both their nutritional profile and everyday availability.
In total, Canada collected two Silver Lions and four Bronze Lions on Thursday.
Creative Strategy (1)
“U Up?”
IKEA
Rethink, Toronto
Media: Carat, Toronto
Silver
Creative Effectiveness (1)
“U Up?”
IKEA
Rethink, Toronto
Media: Carat, Toronto
Bronze
Brand Experience & Activation (3)
“Kyle F*cking Connor”
KFC Canada
Courage, Toronto
Media: UM, Toronto
PR: Narrative PR, Toronto
Silver
“Heinz Dipper”
Heinz Ketchup
Rethink, Toronto
PR: Zeno Group Toronto, Chicago
Bronze
“KitKat Security Detail”
KitKat
Courage, Toronto
PR: Courage, Toronto
Bronze
Creative Commerce (1)
“Cancer Prevention Discounts”
Broadfork Produce
Tank Worldwide, Montreal
Media: Jungle Media Montreal / Mindshare Toronto / Tank Worldwide, Montreal
Bronze
