This Mother’s Day, Al-Futtaim IKEA, in collaboration with Memac Ogilvy, turned the tables on traditional and launched a heartwarming campaign that celebrates the creativity of children.
In a unique event held at IKEA stores, children were invited to leave their mark quite literally on IKEA furniture, turning ordinary items into extraordinary gifts for their mothers.
A Priceless Mess
“A Priceless Mess” aims to shift perspectives on the spontaneous art created by children.
Often, parents view their kids’ doodles on furniture as mishaps to be cleaned up.
However, Al-Futtaim IKEA sought to highlight that these spontaneous sketches are, in fact, priceless artworks that embody love and childhood innocence.
The campaign saw the store transform into a vibrant art studio where kids unleashed their creativity on tables, chairs, lamps, carafes, and even clocks, turning them into unique pieces of art.
These doodle-adorned furnishings were then gifted to the mothers, showcasing that when seen through the eyes of love, every scribble is a masterpiece worth preserving.
“A Priceless Mess” not only brought smiles and tears of joy to many mothers but also served as a gentle reminder of the precious, fleeting moments of childhood.
This Mother’s Day, Al-Futtaim IKEA have redefined gift-giving, proving that sometimes the best presents are those that come scribbled, scrawled, and lovingly doodled.
Credits
Agency: Ogilvy
Executive Creative Director: Steve Delange
Creative director: Jean-Pierre De Villiers
Senior Art director: Leomerish Leyco
Senior Copywriter: Diego Fernández-Cid
Social Account manager: Yara Maalouf
Content Creator: Abdelrahman Hassanin
Editor: Juan Encarnado
Head of social: Karl ElHitti
Head of Content and Production: Hussein Krayem
Social Account Executive: Layan Abdo
Managing Director: Hadi Ballout
Business Director: Kevin Kurian
Client: IKEA AL-FUTTAIM
Carla Klumpenaar: GM Marketing, Communication & Interior Design.
IKEA United Arab Emirates, Qatar, Egypt and Oman
Merah Abushattal: Regional Digital Marketing Specialist
IKEA United Arab Emirates, Qatar, Egypt, and Oman
Jay Quadras: Regional Digital Marketing Leader
IKEA United Arab Emirates, Qatar, Egypt and Oman
Houda Sfar: Regional Marketing Specialist
IKEA United Arab Emirates, Qatar, Egypt, and Oman
Dina Al Sahhar: Regional Marketing Manager
IKEA United Arab Emirates, Qatar, Egypt and Oman
