Is the IKEA “u up?” work really all that brilliant as Rethink is trying to convince you that it is? Does it deserve gold? Is it the greatest ad you’ve seen? I get the ad and that it worked, but “u up?” seems like they tried to slide into award shows with as little effort as possible lol

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I’m not a Rethink fan, but this is probably one of my favourite things they’ve ever done

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U up is my favorite. Yes.

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I think it’s funny to slide into DMs and ask if you’re up to then offer a mattress. But it’s so small and although I find it funny and smart it definitely doesn’t seem like it should be competing at this level. Rethink are masters at making small things feel impactful and important. Any other agency and this is a linked in post at most.

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2 golds and a yellow pencil, honestly I'm absolutely shocked ... This is average work...

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@Creative Director 1 - Bobblehead ashes 🚬

Can someone in media confirm if it’s even possible to message people directly as a brand without them initiating a combo first? Last I heard, this isn’t actually possible.

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It's eCRM. They contacted consumers who've already opted into Ikea comms is my understanding.

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They sent 3.6 million dms?! That’s like 10% of the Canadian population..

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There are far more impressive and smarter work than “u up?” that got shortlisted.

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Since when was there an award for good case study videos?

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Although it's a low level idea, it's still smart. Is it the best idea this year? No. But damn can they craft a case study

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If you don’t like it take it up with the Cannes jurors, not Rethink. You just sound bitter.

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“U Up?” is the kind of work that any agency who creates it would suffer from imposter-syndrome when it wins awards.

It's fun. It's simple. It gets the job done.

As others have said, this is considered average work.

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