Latest news with #ProudlySecondBest
Campaign ME
15-04-2025
- Entertainment
- Campaign ME
IKEA marks milestones with ‘Supporting First Steps' campaign
Al-Futtaim IKEA has launched a new campaign, Supporting First Steps, aimed at capturing the everyday moments that shape early childhood development. The campaign is part of IKEA's ongoing regional brand narrative, following previous initiatives such as Proudly Second Best and Guilty Pets, which celebrate real-life family moments. Rooted in the insight that many toddlers take their first steps by using nearby furniture for balance—a trend known as 'baby cruising' and popular on TikTok—Supporting First Steps turns attention to how IKEA products quietly support these important but often overlooked experiences. The campaign serves as a reminder of the role home environments play in nurturing development. The visuals, shot by photographer Ale Burset, feature IKEA products that are commonly present in these milestone moments: the BEKVÄM step stool, LACK side table, KALLAX shelving unit and MAMMUT children's stool. Each item is positioned not as the centrepiece, but as a steady backdrop in key developmental moments. Recognising that more than three-quarters of parents share milestone moments of their children online, the campaign film incorporates user-generated content, blending authentic family footage with campaign visuals to create a narrative grounded in lived experience. Carla Klumpenaar, GM of Marketing, Communication & Interior Design at IKEA Al-Futtaim, said the campaign was designed to highlight how IKEA is present in everyday life, not just for major milestones but for the moments in between that truly matter. Daniel Fisher, Global Chief Creative Officer at INGO The Agency, added that the creative idea was inspired by a universal parenting truth: many first steps happen alongside a piece of furniture. Reflecting on his own experience, he noted how his daughters took their first steps with the help of a LACK table in their living room—an IKEA product that continues to serve as a backdrop to countless family stories. The campaign was developed in collaboration with INGO Hamburg and Ale Burset and will be rolled out across out-of-home, print, digital, and social media platforms in the Middle East.
Campaign ME
19-03-2025
- Business
- Campaign ME
How did the Middle East do in the 2025 WARC rankings?
WARC has revealed its latest Creative 100 and Media 100 rankings, highlighting the performance of Middle East agencies, brands and markets in creative and media for the year 2025. The UAE and Saudi Arabia maintained their presence in the WARC Creative 100, with a total three campaigns securing spots in the rankings. Saudia's 'ProtecTasbih' (ranked 36) and Coca-Cola's 'I See Coke' (ranked 54) from Saudi Arabia were among the region's highest-ranked campaigns, while IKEA's 'Proudly Second Best' from the UAE placed at 71. Among the agencies, Impact BBDO/ UAE ranked as the 25th top creative agency worldwide, while Saatchi & Saatchi/ Dubai placed 47th. On the advertiser front, the Government of Saudi Arabia secured the 28th position globally, augmenting its investment in large-scale brand-building initiatives. Among the ranked countries, the UAE (18th), Saudi Arabia (21st), and Lebanon (38th) were the only Middle Eastern markets represented in the top 50. In the WARC Media 100, the UAE and Saudi Arabia again featured among the top-ranked countries, with the UAE placing 13th and Saudi Arabia 15th. The highest-ranked campaigns from the region included Almarai's 'The Non-Sponsored Sponsorship of Ramadan' (ranked 44), Aramco's 'Drones versus Desertification' (75) and Bridgestone's 'Highway Illusion' (84). Initiative UAE ranked 33rd among global media agencies, followed by Zenith/ Dubai (47th), Leo Burnett Dubai (49th) and Spark Foundry Riyadh (50th). Brands such as The Government of Saudi Arabia and Landmark Group made the list of the top advertisers, ranking at 39 and 48 respectively. The WARC rankings are based on performance in major global and regional award shows, including Cannes Lions, D&AD, The One Show and Dubai Lynx, among others. The WARC 2025 rankings reflect results from award shows held in 2024. Agencies and brands from the region continue their performance, showcasing the growing influence of Middle East countries in the global advertising landscape.
