IKEA showcases its ‘Everything Kitchen' with Memac Ogilvy, Bigfoot Films
Rolling out in the UAE, Oman and Qatar, the campaign aims to raise awareness of IKEA's kitchen solutions through gently encouraging consumers towards a kitchen revamp by recognising the significance of the room in every household.
'Our 'An Everything Kitchen' campaign celebrates the profound role the kitchen plays in our lives,' said Carla Klumpenaar, GM Marketing and Communications, IKEA UAE, Qatar, Egypt and Oman.
Therefore, the creative brief mandated a campaign that tugged on the emotional heartstrings of consumers in the region, tapping into the insight that in every home, the kitchen holds more life than we give it credit for.
'Kitchen revamps are a key pillar of IKEA's business. However, redoing your entire kitchen is a decision never taken lightly,' said Moemen Metwally, Creative Director, Memac Ogilvy.
'The kitchen is a space that witnesses life's everyday moments, and reminds people of its emotional role in the home aimed to make the decision to renovate feel more meaningful,' Metwally said.
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More than 40 shots make up the campaign's minute-long film, each one capturing something your kitchen quietly witnesses. This includes the usual cooking and cleaning, but also equally usual: experimenting, debating, and sneaking around for midnight snacks.
'From the start, the tone was all about warmth – emotional, visual, and everything in between. A cozy voice-over pulled viewers in, while a DOP with a knack for heartfelt storytelling added layers of visual depth,' said Rania Salamé, Producer, Bigfoot Films.
'We made sure this one felt like home – literally,' she added. 'The kitchen was brought to life as a warm, everyday space that felt straight out of an IKEA catalog and someone's real life.'
Salamé also attributed the campaign's final look to it's casting. 'Casting actors with genuine chemistry was key, so the story had that natural, 'yep, I've been there' kind of vibe. It was all about blending brand and heart without missing a beat,' she said.
'It's where life truly happens, in all its raw, beautiful glory. We hope this reminds people that an IKEA kitchen is designed to be a foundation for all those real, everyday moments that make a house a home,' Klumpenaar said.
The campaign film is fast and energetic, with a touch of ASMR. 'It's designed to sit seamlessly within the social landscape, where most people look for ideas and make decisions,' Metwally explained. 'The pace, visuals, and sound all work together to feel native to platforms like Instagram and TikTok, making the content feel less like an ad and more like a moodboard.'
'An Everything Kitchen' aims to encapsulate all that a kitchen is, while appeasing the senses. Sometimes raw, sometimes beautiful, but always, always real.
Credits:
Brand: IKEA UAE
GM Marketing: Carla Klumpenaar
Regional Marketing Manager: Dina Sahhar
Regional Communication Manager: Salama Ahmed
Interior Design Manager: Binita Roychowdhury
Regional Interior Design Leader: Luiza Jodziewicz
Regional Interior Design Leader: Luiza Jodziewicz Regional Digital Marketing Leader: Jay Qudras
Regional Marketing Specialist: Houda Sfar
Regional Marketing Specialist: Mohamed Maihoob
Advertising Agency: Memac Ogilvy, Dubai, United Arab Emirates
Chief Creative Officer: Gautam Wadher
Creative Director: Moemen El Siwi
Senior Copywriter: Carl Khoury
Senior Art Director: Alicia McBride
Senior Art Director: Leomerish Leyco
Head of Arabic: Shadi Kharmacho
Content Manager: Ahmed Elbeshbishy
Animator: Antonio Geagea
Head of Social: Karl Hitti
Social Director: Ahmed Nour
Senior Social Account Manager: Yara Maalouf
Senior Social Account Executive: Layan Abdo
Managing Partner: Kevin Kurian
Account Director: Ashleigh Morgan
Senior Account Manager: Georges Enkiri
Chief Strategy Officer: Mario Morby
Senior Strategy Manager: Yasmina Raydan
Production House: Bigfoot Films
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