Al-Futtaim IKEA, a leading Swedish home furnishing retailer in the United Arab Emirates region, has partnered with its creative and strategic agency partner, GREY Dubai, to launch a new campaign that focuses on creating memorable moments for families during Ramadan while showcasing the functionality of its home furnishing range. The campaign was introduced through an emotional and heartwarming film that highlights the importance of family bonds and traditions during the holy month.

The film tells the story of Sami, a young boy who wants to feel like a part of the occasion as his family celebrates Ramadan. While waiting to break his fast, Sami helps his mother set up the Iftar table by gathering home furnishing accessories from around the house that add to the comfort of the family members. The film showcases Sami’s efforts in bringing a smile to his family members’ faces by adding a personal touch to where they sit. The campaign includes social, out-of-home, radio, on-ground activations, and more.

According to Carla Klumpenaar, General Manager of Marketing, Communication, HF, and Retail Design at Al-Futtaim IKEA in UAE, Qatar, Egypt, and Oman, Ramadan is an essential occasion for the brand’s customers in these regions. She added that this year, they highlighted the importance of assembling togetherness, creating an emotional connection with their customers. They also aimed to showcase that their products are functional, accessible, and affordable to all, no matter how big or small their dream of refreshing their home is.

Al-Futtaim IKEA promises to showcase its commitment to creating smart and affordable solutions and assembling meaningful moments for families by using its deep understanding of the region. Pablo Maldonado, Executive Creative Director at Grey, said that the Ramadan film makes a powerful statement on the importance of every family member during the holy month. The campaign aims to enhance the meaning of assembling furniture by showcasing how togetherness can help a family assemble moments instead.

New Ramadan film is now available on the brand’s social media channels, with the rest of the campaign set to launch soon. The campaign promises to offer consumers a fresh and innovative take on one of the most important events in the Islamic calendar. The brand aims to continue creating meaningful and effective ideas that make the brand even more famous.

Credits
Campaign: Togetherness Assembled
Advertiser: Al-Futtaim & IKEA
Agency: Grey Dubai
Production House: Big Kahuna
Producers: Rajaa Chami, Rana Gebran
Director: Hadi Siryani
Music: Vox Haus Music