This Father’s Day, Al-Futtaim IKEA, in collaboration with Memac Ogilvy, has opted to transform the act of gift-giving into an opportunity for fathers and children to share a meaningful experience together.
According to a recent study, parents in the UAE spend only 30 minutes daily with their children. Fathers, often willingly carrying many burdens, are continuously seeking the perfect time to bond with their kids.
By replacing traditional price tags with “assembly hours” on select products, Al-Futtaim IKEA aims to highlight the simple yet profound act of building furniture together—a perfect recipe for bonding time.
Building furniture comes naturally to many dads, and now Al-Futtaim IKEA invites everyone to give the perfect gift to their father in a uniquely memorable way, encouraging deeper connections through the timeless tradition of building together.
For Al-Futtaim IKEA, this campaign serves as a simple reminder that sometimes, the best gift you can give your dad is time spent building something more with you—and vice versa.
