Togetherness Assembled.
Al-Futtaim IKEA's Ramadan film follows Sami, a young boy who gathers cushions and accessories from around the house to give each relative's seat at the iftar table a personal touch.
- Brand
- IKEA
- Agency
- Grey Dubai
- Market
- UAE
- Region
- GCC
- Year
- 2023
The challenge
Al-Futtaim IKEA wanted an emotional connection with customers during Ramadan while showing that its products stay functional, accessible and affordable. Grey also wanted to avoid the familiar Ramadan film by seeing the occasion through a child, who usually has no part in the preparations.
The idea
In 'Togetherness Assembled', Sami waits to break his fast and helps his mother lay the iftar table, collecting home accessories to make each family member more comfortable. The film shifts IKEA's idea of assembly from furniture to family moments. It launched on the brand's social channels and, according to the agency, the campaign also used out-of-home, radio and in-store activations.
Case study source: Campaign Middle East Source ↗
