Latest news with #IKEAUAE
Campaign ME
6 days ago
- Entertainment
- Campaign ME
IKEA showcases its ‘Everything Kitchen' with Memac Ogilvy, Bigfoot Films
To showcase its kitchen range, IKEA has partnered with Memac Ogilvy and Bigfoot Films to launch its latest campaign: An Everything Kitchen. 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. View this post on Instagram A post shared by IKEA UAE (@ikeauae) 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
Campaign ME
23-05-2025
- Business
- Campaign ME
Al-Futtaim IKEA reveals rollout of Start at Home campaign for Earth Weeks
Al-Futtaim IKEA has launched its 'Start at Home' campaign in celebration of 'Earth Weeks'. The campaign aims to empower and inspire individuals to adopt more sustainable habits where they matter most – right at home. Launched across the UAE, Oman, Qatar, and Egypt – in partnership BigSea Productions and Memac Ogilvy, which handled the creative, social and PR – the campaign rollout was designed to be integrated and reach the community through several channels, using both traditional and digital means. In conversation with Campaign Middle East, Carla Klumpenaar, GM Marketing and Communications, Al-Futtaim IKEA UAE, Qatar, Egypt and Oman, said, 'We wanted to demonstrate that sustainable living doesn't have to be a daunting or overwhelming task, and can be achieved through small, impactful everyday actions.' View this post on Instagram A post shared by IKEA UAE (@ikeauae) As such the campaign was structured around four key sustainability themes, covering a range of focal points from reducing energy and water usage to reusing products and cutting down food waste. This included: Week 1: Love it longer – promoted repair, resale, and recycling. – promoted repair, resale, and recycling. Weeks 2 & 3: Use less energy and water – offered practical conservation tips. – offered practical conservation tips. Week 4: Reuse it – spotlighted reusable items like IKEA 365 bottles and containers. – spotlighted reusable items like IKEA 365 bottles and containers. Weeks 5 & 6: Create less waste – focused on food waste reduction and waste sorting. The 'Start at Home' campaign messaging was first launched through billboards. The brand then activated a series of social media initiatives that were carefully timed to coincide with key days during 'Earth Weeks' to keep the conversation going. View this post on Instagram A post shared by IKEA UAE (@ikeauae) Klumpenaar added, 'This year, we wanted to approach Earth Hour with true empathy and inclusivity. We understand that not everyone can participate, whether it's due to university deadlines, work, or even reading to children at bedtime. That's why we introduced the 'Switch-Off Trade Off' — an activation where our coworkers volunteered to switch off the lights in our offices and showrooms on behalf of those who couldn't. It was our way of showing that even when life gets in the way, sustainability can still be a shared effort.' The brand also took a special moment during Mother's Day to honour mothers as the original sustainability heroes. 'From reusing, repairing, and repurposing to teaching children to care for their surroundings, mothers play a quiet but powerful role in building sustainable households. I think a lot of us, especially in this part of the world, can relate to seeing our mothers embed sustainability in their daily lives, without even knowing it,' Klumpenaar said. Al-Futtaim IKEA also released the 'Wait for the Drop' playlist – an online audio track designed to sound like running water. It encouraged people to play the sound instead of actually turning on the tap, a small change that can prevent waste. View this post on Instagram A post shared by IKEA UAE (@ikeauae) 'Running water at full flow can waste two to three gallons per minute, and research shows that nearly one in five people run taps just to mask other sounds. By swapping the faucet for a playlist, we're helping people make small but impactful behavioural shifts that conserve water and energy,' Klumpenaar explained. The brand also hosted a sustainability-driven event where its leadership team met with media representatives and eco-conscious influencers to talk more about its sustainability agenda, and the role of companies in encouraging more sustainable behaviour in the community. Klumpenaar said, 'We collaborated with a range of passionate, eco-conscious influencers who genuinely share Al-Futtaim IKEA's vision for a more sustainable future. They really brought our sustainable products and solutions to life, showcasing how they're not only environmentally friendly but also affordable and accessible. The content they created generated a lot of engagement and interest, really demonstrating the growing appeal of sustainable living.' The success of the 'Earth Weeks' campaign was defined by a combination of factors – both the business results and the positive impact on the environment. 'We kept a close eye on sales of our sustainable products. That really showed us the growing demand for eco-conscious solutions. We also tracked engagement with our social media content and influencer collaborations, measuring reach, impressions, and overall sentiment. It was important to understand how our message was resonating with the community,' Klumpenaar explained. 'Ultimately, for us, the real success of the campaign came down to its ability to raise awareness and understanding of sustainability within the community, empowering individuals to feel like they could make a positive difference through small, impactful everyday actions,' she concluded. The 'Start at Home' campaign was a six-week initiative, covering the period of 'Earth Weeks', which ran from March 14 to April 25. CREDITS: Client: Al-Futtaim IKEA Production house: BigSea Productions Creative, social and PR agency: Memac Ogilvy
Hi Dubai
30-01-2025
- Hi Dubai
Celebrate Lunar New Year with Al Futtaim IKEA's limited edition Chinese menu
IKEA UAE, a member of the Al-Futtaim group of companies, invites all Chinese expats and food lovers to celebrate the Lunar New Year with a menu of mouthwatering Chinese dishes. The region's favourite home furnishing brand is serving up a traditional buffet of Chinese specials, available until February 2, guaranteed to tingle the tastebuds of adults and kids alike. Ring in the Year of the Snake with a glorious spread of classic Chinese favourites starting at AED 25, including Sweet & Sour Chicken, Mongolian Beef Stir Fry, and Chili Chicken with Sautéed Capsicum. Customers can also enjoy Vegetables with Fried Rice and Stir-Fried Vegetables for just AED 15. Dim sum lovers can look forward to assorted Dim Sums as an add-on for as low as AED 3. Soup stations will also be available, serving Egg Drop Soup and Hot & Sour Soup at AED 7. But don't fill up just yet – save room for the delicious 'Make Your Own Noodles' station, where bowls can be customised with a variety of toppings for only AED 29. Head over to any IKEA Restaurant in the UAE to celebrate the Lunar New Year with a delicious feast, available from 11.30 am until 9.30 pm. News Source: Memac Ogilvy
