Al-Futtaim IKEA’s new campaign ‘Bring on the Mess’ is an ode to the beautiful chaos in our lives
Posted on 2023 Oct,03  | By ArabAd's staff

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Storage has always been an important business for IKEA. Why? Because good storage can make a big difference for many people. Clever storage also has the capability to create more harmonious homes. Even research has shown that in almost 50% of the times when people argue at home, it’s connected to their perception of mess. 

With these insights in perspective, Al-Futtaim IKEA, a brand passionate about life at home, decided to tap into the mess that comes with it and so the Swedish retailer launched its new campaign dubbed “Bring on the Mess”. 

Through a 360-degree campaign, the Swedish giant has decided to champion chaos in a world that's obsessed with order.  

According to IKEA’s Life at Home report, 42% agree that the things they own reflect who they are in their home. One in three agreed that the possessions they hold help them recall memories and experiences that are important to make home reflect who they are. The new campaign will encourage people to trade in the clean-freak act for the gloriously messy world of our life.

"In a world cluttered with AI-generated ads, nothing beats a strong consumer insight and a commitment to innovation that demonstrates our core strength in providing storage solutions. Our campaign is the story of mess throughout life. But let's remember, mess isn't just about things and stuff. It's about life's surprises, the things that make it unpredictable and uniquely special. It's that feeling when we don't know what's coming next, when we're not in control for a moment. It's exciting, emotional, and always changing. And with every mess, there’s a new possibility to make life better. It’s one of the things that makes life extraordinary. At Al-Futtaim IKEA, we believe in going beyond the ordinary, as we envision a future where our inspiring home furnishing solutions, built on a foundation of deep consumer understanding, play a pivotal role in creating a better everyday life for people across the region and beyond," commented Carla Klumpenaar, General Manager, Marketing, Communication, HF and Retail Design in UAE, Qatar, Egypt and Oman at Al-Futtaim IKEA.

The campaign kicks off with a captivating video and print campaign, executed by FP7McCann. 

In the film, an endearing narrator engages with the protagonists, urging everyone to embrace the mess. This is supported by a print campaign where everyday folks are in their real-life habitats, unfiltered and unapologetically surrounded by their clutter. A clutter that falls into place with IKEA’s affordable storage solutions.



Federico Fanti, Chief Creative Officer, FP7McCann, said "Bring On The Mess" is an ode to the beautiful messes of our lives that give character to every corner of our homes, making them unique, unexpected, and endearingly us.”

By inviting individuals to revel in their mess, Al-Futtaim IKEA has opened the door to a world of freedom, fun, and art. The purposeful local touches make the campaign relatable in every corner of most homes in UAE, Qatar, Egypt and Oman reinforcing the campaign's idea: “Your space is a canvas. Fill it with your life. Fill it with your mess. Above all, embrace it.”

However, one may feel when watching the film that there is an indirect invitation to overconsumption by portraying and recognizing the unfulfilling nature of excessive materialism; and this gives the viewer an uncomfortable feeling, as today businesses in all industries have a responsibility to embrace thoughtful and conscious consumption, minimalism and sustainable practices.