CreativityDrag Queens Wear Ikea Umbrellas, Lamps and Laundry Bags in Pride CampaignThe 'Dräg' campaign highlights the brand's acceptance of diversityBy Alissa Fleck|June 22, 2018Ikea Canada did a photoshoot with drag queens wearing household products.Ikea CanadaShareBy Alissa Fleck|June 22, 2018ShareEvery once in awhile you stumble across an ad so outlandish you wonder if it’s actually a fever dream. Ikea Canada’s recent Pride spot, which features drag queens strutting down the runway in nonclothing Ikea products, is one of those ads—but it’s very real.The campaign is a collaboration between the furniture giant and Toronto-based drag queens.The spot, called “Dräg,” is part of Ikea’s “Beautiful Possibilities” campaign and “continues [the brand’s] commitment to spotlighting diversity and inclusion through all its channels,” according to a company statement. In it, drag queens are draped in everything from shower curtains to laundry bags to magnets. The company collaborated with Toronto-based drag queens to construct the playfully inventive outfits.“It’s already quite common for drag queens to make outfits out of unconventional brands, with Ikea being a go-to,” the company said. The campaign embraces this creativity and the “openness of drag culture.”The campaign is primarily social, but includes out-of-home, digital and TV spots. Ikea worked with agency Rethink for creative and Jungle for the media buy. The furniture brand is also a sponsor of Pride Toronto this year. Adweek Adweek