July 1st is Moving Day in Quebec, a day where approximately 250,000 Quebecers change homes at the same time.

And for every Moving Day, there's always some essentials you just have to unpack that first night, from your soundtrack-setting speaker to your coffee setup and favourite mug for the next morning. 

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Running the First Night FRAKTA contest in the days surrounding Moving Day, we asked users to share their First Night essentials, driving nearly 900 new IKEA Family member sign ups, $25,000 in direct online revenue, and $578,000 in overall attributed revenue.

French Copywriter: Jean-Sébastien Basque

Art Direction: Deidre Hennigar
Associate Creative Directors: Sucheta Shankar, Jeremy Lenz
Chief Creative Officer: Ari Elkouby
Account Executive: Hannes Danielsson