Al-Futtaim IKEA Ramadan film by Grey MENA stresses on the importance of family bonds and traditions
Posted on 2023 Mar,15

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The Swedish giant celebrates Ramadan with a heartwarming film showcasing togetherness in families through its functional, smart and affordable home furnishing solutions

Al-Futtaim IKEA, the region's renowned Swedish home furnishing retailer, in partnership with its creative and strategic agency partner, GREY Dubai, launched its latest campaign that delves deeper into assembling memorable moments for families celebrating Ramadan whilst showcasing functionality of its home furnishing range.

The campaign was launched with an emotional heartwarming film highlighting the importance of family bonds and traditions during the holy month.

The film captures the essence of the holy month and its significance in family life through the eyes of Sami, a little boy, who wants to feel part of the occasion. While he waits to break his fast, he helps his mother set up the Iftar table by gathering home furnishing accessories from around the house that adds to the comfort of the family members. The film showcases the little boy’s efforts in bringing a smile to his family members face by adding a personal touch to where they sit. The campaign includes social, out-of-home, radio, on-ground activations and more.




Carla Klumpenaar, General Manager – Marketing, Communication, HF and Retail Design at Al-Futtaim IKEA in UAE, Qatar, Egypt and Oman said: “Ramadan is an important occasion for our customers in the UAE, Egypt, Qatar and Oman. This year, we highlighted the importance of assembling togetherness which helps us remain relevant and create an emotional connection with our customers. Additionally, we wanted to showcase that no matter how big or small your dream of refreshing your home is, our products remain functional, accessible and affordable to all.’’

Using its deep understanding of the region, the home-furnishing giant promises to showcase its commitment to create smart and affordable solutions and assemble meaningful moments for families.

Pablo Maldonado, Executive Creative Director at Grey, added: “The Ramadan film makes a powerful statement on the importance of every family member during the holy month. We have enhanced the meaning of assembling furniture by showcasing how togetherness can help a family assemble moments instead. We also wanted to set ourselves apart from what people see every year, which to us meant experiencing this special celebration through the eyes of a young boy who usually doesn’t have a role to play. We’re proud of our first campaign with Al-Futtaim IKEA and want to continue creating meaningful and effective ideas that make the brand even more famous."           

Al-Futtaim IKEA´s new Ramadan film is now available for viewing on the brand’s social media channels. The rest of the campaign is set to launch soon, promising to offer consumers a fresh and innovative take on one of the most important events in the Islamic calendar.





Name: “Togetherness Assembled”

Agency: Grey Dubai

Executive Creative Director: Pablo Maldonado

Associate Creative Directors: Habiba Gabriel, Khaled Ibrahim

Creative Team: Ritabrata Saha, Anant Kurup, Madhruth Zaman, Rolando Ruiz

Head of Strategy: Måns Tesch

Managing Director: Philippe Berthelot

Group Account Director: Zeina Korek

Sr. Account Manager: Richa Rai

Al-Futtaim IKEA GM Marketing: Carla Klumpenaar

Al-Futtaim IKEA Regional Marketing Manager GCC: Dina AlSahhar

Al-Futtaim IKEA Regional Marketing Campaign PR Leader: Binita Roy Chowdhury

Production House: Big Kahuna

Producers: Rajaa Chami, Rana Gebran

Director: Hadi Siryani

Music: Vox Haus Music

Project manager: Matheus Gugelmim

Composer: Daniel Dalla Corte

SFX: Ícaro Guedes, Cássio Machado