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Ikea turns everyday objects into ingenious World Cup guessing game
Ikea Canada is promoting the 2026 World Cup by featuring national flags constructed entirely from common household products in a social-first marketing campaign.
What: The 'Assemble the World' campaign, created with Dentsu Creative, challenges social media followers to identify the Ikea products (like the VÅGSJÖN blanket or PEPPRIG duster cover) used to build 18 different national flags. The campaign will also be featured in out-of-home (OOH) advertising near retail locations throughout the summer.
Why it matters: Brands are increasingly using 'interactive visual puzzles' on social media to build organic engagement during major sporting events, moving away from traditional broadcast spots.
Decoder
- OOH: Out-of-home advertising, referring to billboards, posters, or digital displays placed in public spaces.
Original article
Ikea Canada's "Assemble the World" campaign creatively celebrates the 2026 World Cup by using everyday Ikea products to recreate national flags, blending interactive marketing with the brand's signature design aesthetic.
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