Al-Futtaim IKEA / United Arab Emirates / Qatar / Oman / 2024Film · OOH · Social
Guilty Pets.
IKEA reassured pet owners that the household damage their animals leave behind can be affordable to replace.
- Brand
- Al-Futtaim IKEA
- Agency
- INGO Hamburg
- Market
- United Arab Emirates / Qatar / Oman
- Region
- GCC
- Year
- 2024
The challenge
Connect with a growing community of pet owners while demonstrating the accessibility of IKEA's prices.
The idea
Photographs and short films show cats and dogs beside the everyday IKEA products they have broken, pairing the mishaps with the products' low prices.
Results
- The One Show case reports an 11.5% increase in sales of products priced AED 1–80.
- The One Show case reports an estimated 4.1 billion impressions.
Case study source: Ogilvy Source ↗
Awards
- Cannes Lions 2024Outdoor – E05 USE OF HUMOURBronze
- The One Show 2025 — Merit, Out of Home (https://www.oneclub.org/awards/theoneshow/-award/58463/guilty-pets/)
- London International Awards 2024 — Finalist, TV & Cinema, Consumer Campaign (https://2024.liaentries.com/winners/?all_mediums=true&id_category=0&id_entry=104587&id_medium=0&id_submedium=0&page=335&proceed_advanced_search=true&proceed_simple_search=false&range=hly&view=details)
- Clio Awards 2025 — Shortlist, Print (https://clios.com/winners-gallery/details/173415)
- New York Festivals 2025 — Gold, Small Agency / Humor (https://www.nyfadvertising.com/Winners/WinnerDetailsNew/85478aa1-05f6-4ce8-a073-f3eec691eea3)
Credits
- Brand
- Al-Futtaim IKEA
- Production
- The Producer
- Creative directors
- Nicolás López Bravo; Fernando Montero; Tomás O’Gorman
- Photographer
- Alberto Escudero
- Music and sound
- HOOKED Music
