IKEA Canada: BEYOU BLAHAJ

As gender affirming care for Trans people was threatened, we created a transgender pride flag version of the beloved IKEA Trans icon BLÅHAJ.

BEYOU BLÅHAJ was sent to clinics across Canada that offer gender affirming care, for patients to cuddle for extra support and comfort. Recipients chosen names were embroidered on the fins of the sharks, and came with a card offering support. Wholeheartedly embraced by the LGBTQ+ community, BEYOU BLÅHAJ quickly became a staple in queer culture, complete with memes, fan art, community members DIYing their own “transhaj”, an online petition and even a few BEYOU Tattoos.

Agency: Rethink Canada
Creative Director: Morgan Tierney
Art Director: Syd Danger
Copywriter: Jon Mandell