Campaign SpotlightPress Release

Grey Dubai and Al-Futtaim IKEA assemble more than just furniture this Ramadan

DUBAI, UAE — Swedish home furnishing retailer Al-Futtaim IKEA, 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 the 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 creating smart and affordable solutions and assembling 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

Partner with adobo Magazine

Related Articles

Leave a Reply

Back to top button