There’s always a bit of IKEA in every move.

On July 1, some 250,000 Quebecers will be packing their belongings and moving to a new home. To let them know that IKEA is with them through the ups and downs of Moving Day, the campaign makes skillful use of language, and highlights various Moving Day sayings…with a very Quebecois twist. And, each saying includes a handful of IKEA product names. Because let’s face it, is a move really a move without any trace of an IKEA product?