SHT

Client: IKEA Canada

This work was a simple, subversive solution to a tax policy that was unfairly charging Canadians 13% HST (Harmonized Sales Tax) twice on second-hand items. Embracing our values of sustainability and affordability, IKEA introduced a counter tax, -13% SHT (Second-Hand Tax) to effectively eliminate the double tax. What began as a transactional incentive for our customers, had an entire country of consumers engaging with the campaign. Canada’s biggest corporations and retailers showed their support for more affordable and responsible consumption. These efforts ignited federal legislative change that in turn, changes the way Canadians shop.