IKEA Canada’s tagline, “bring home to life,” speaks to so much more than furniture. With the world’s largest international football tournament arriving here, we set out to give our customers a way to express their fandom and pride for home, whatever that means to them or wherever they come from A social-first, creative commerce campaign, Assemble the World turns IKEA home furnishings into a series of playful, interactive, shoppable, shareable flags. Imagine the Canadian maple leaf made of a Vagsjön hand towel and flanked by a Baggmuck shoe tray and Backmara bathmat; Morocco built out of bamboo house plants and a sofa cover; Sweden done in duster covers and outdoor cabinetry; and several others. To launch, we dropped 18 flags right before their respective country’s first matches. Next, we expanded into reactive social, OOH, owned properties, and guerrilla tactics, driving conversation online and across the country.