IKEA Canada has launched a marketing campaign where dinnerware, towels, furniture and more have been arranged to resemble the national flags of teams competing in the 2026 FIFA World Cup.

A collaboration with marketing firm Dentsu Creative, the Bring the World to Life campaign features IKEA goods arranged by shape and colour to create vignettes of 18 different flags.

It was created to celebrate the global sporting event, which is taking place in stadiums across North America, and features in physical form, such as billboards, as well as online.

The Canadian branch of the Swedish furniture giant said the campaign also emphasises the diversity of Canadians.

"Our country's so diverse and nothing brings out that spirit more than a huge international tournament," said IKEA Canada marketing communications manager Jacqueline Wark.

"We wanted to give our customers a special way to express their fandom and pride for home, whatever that means to them or wherever they come from."

Each of the vignettes comprises layered assemblages of IKEA products.

For example, the Brazilian flag was created by putting a yellow outdoor table atop a green high-pile rug, with a candle laid across a blue bowl sat on top of the table.

The Canadian flag was created by folding up a red towel to resemble the country's iconic maple leaf symbol, while the Argentinian flag features a creative leap – an octopus plush doll to stand in for the tendriled golden sun featured on its flag.

Some of the arrangements are charmingly simple, such as the red stool on a white-carpet background for Japan and four simply folded blankets for the Scottish flag.

Others hew closely to materials associated with specific countries, such as sticks of bamboo layered to create the star in the centre of Vietnam's flag.

The campaign will run throughout the summer.

The World Cup has created a number of creative innovations,  such as a stadium-shaped snack bowl designed by Gustaf Westman.

As the 2026 FIFA World Cup takes place across Canada, the United States and Mexico, we highlighted all sixteen stadiums and their architects.

The photography is courtesy of IKEA Canada.