A cheerful campaign by Memac Ogilvy for Al-Futtaim IKEA’s new eco-friendly toy collection
Posted on 2023 Mar,01

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Al-Futtaim IKEA has released an unexpected campaign composed of a series of cheerful short videos and OOH ads featuring cute toys chatting through their unique family history.

Where do we come from? All of us have a different story of origin, of course - but some are more astounding than others.

To introduce its eco-friendly sustainable BLÅVINGAD collection—a range of soft toys made from ocean plastic— Al-Futtaim IKEA picks up the idea of family lineage in an usual yet fun way.

The campaign, titled IKEA 'Where Do They Come From', brings the topic of sustainability to life through family stories narrated by the soft toy characters themselves- a friendly-looking shark, a Sicilian blue whale and a French orca.

Each toy tells us the legacy of their parents’ love story as if answering the question: "Where do we come from?" With the surprising twist: their rather astounding origins as recycled plastics form the oceans.

The creative team at Memac Ogilvy, the agency behind the campaign, decided to use a light and amusing tone to convey a serious message.

The UAE is actively working towards a plastic-free society, recognising that single-use plastic contributes significantly to marine pollution and landfills. The BLÅVINGAD range is an innovative solution to this problem, providing an eco-friendly and sustainable alternative to traditional soft toys.

As part of its commitment to sustainability, Al-Futtaim IKEA aims to only use responsibly sourced renewable or recycled materials by 2030, and the BLÅVINGAD collection is a testament to this.

Commenting on the campaign, Carla Klumpenaar, General Manager - Marketing, Communication, HF and Retail Design at Al-Futtaim IKEA in UAE, Qatar, Egypt and Oman, said, ‘’Sustainability is at the heart of everything we do at Al-Futtaim IKEA. It is one of the filters in our Democratic Design Principles which means all of our products are made with sustainability in mind. The BLÅVINGAD collection serves as an inspiration to everyone, encouraging us to live a healthier and more sustainable life. As we all share the same home, it's crucial that we take responsibility and work towards a more sustainable future.’’

The campaign consists of radio spots, social films, print and OOH.





Agency: Ogilvy

Chief creative director: Till Hohmann

Creative director: Jean-Pierre De Villiers

Art director: Leomerish Leyco

Copywriter: Diego Fernández

Head of strategy: Wael AlYousuf

Head of social: Karl ElHitti

Account manager: Haya Dajani


Client: Ikea

General manager, marketing, communication, home furnishing and retail design: Carla Klumpenaar

Regional marketing manager: Dina AlSahhar 

Regional campaign and PR leader: Binita Chowdhury

Regional marketing specialist: Houda Sfar

Digital marketing specialist: Merah Abu Shattal

Senior social account manager: Nour Safieh


Media agency: PHD

Executive business director: Roxane Magbanua

Senior media planner: Atieh Malkawi

Media planning executive: Maya Idriss

Associate director, investments: Ihab Halawy


Production: Mango Jam

Sound engineer: Achint Singh

Executive producer: Wilbur D’Costa

Producer: Shivani Sehgal