Al-Futtaim Ikea is no stranger to pets when it comes to marketing. This roots from the understanding that a lot of homes are not only occupied by the people living in them, but also their pets.
In one of the brand’s previous campaigns, which also won a bronze at the Cannes Lions, it showed how it was okay to let pets destroy furniture because the furniture was affordable and that the pets mattered more.
Tapping into the insight of how pets take over all the furniture in homes, the latest campaign from Ikea takes on a playful twist and turns tables; Instead of pets claiming people’s furniture – the humans are now enjoying their pets’ favourite items.
Created in collaboration with Memac Ogilvy, the campaign takes a humorous approach urging pet owners to give pets a taste of their own medicine with the tag line, “Time to take what’s theirs.”
The creative visuals of the campaign generate a funny imagery, such as a man taking over his cat’s pet bowl or his dog’s bed.
The campaign was launched in line with Ikea’s launch of its pet collection, UTSÅDD.
Consisting of social videos and creative visuals, the campaign extends to YouTube, Instagram, and TikTok, where Al-Futtaim IKEA aims to create a sense of community and humour online, bringing families together – pets included.
Credits
Agency: Memac Ogilvy
Managing Director: Hadi Ballout
Business Director: Kevin Kurian
Creative Director: Moemen Metwally
Senior Art Director: Leomerish Leyco
Senior Copywriter: Diego Fernández-Cid
Senior Visualiser: Andre Souza
Head of Social: Karl ElHitti
Social Account Director: Ahmed Nour
Senior Social Account Manager: Yara Maalouf
Social Account Executive: Layan Abdo
Senior Account Executive: Nicole Correia
Head of Content and Production: Hussein Krayem
Videographer: Ahmed Al Bishbishy
Editor: Juan Encarnado
Client: AL-FUTTAIM IKEA
Carla Klumpenaar: GM Marketing, Communication & Interior Design, IKEA United Arab Emirates, Qatar, Egypt and Oman
Dina Al Sahhar: Regional Marketing Manager, IKEA United Arab Emirates, Qatar, Egypt and Oman
Mohamed Maihoub: Regional Marketing Specialist, IKEA United Arab Emirates, Qatar, Egypt, and Oman
Jay Quadras: Regional Digital Marketing Leader, IKEA United Arab Emirates, Qatar, Egypt and Oman
The pets: Whiskey Fred, Theodore Dominic, Frankie McBride, and Jimmy
