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IKEA explores Ramadan through the eyes of a little boy

By Jalaja Ramanunni

The story of Ramadan told through the eyes of a little boy, Sami.

Through the eyes of Sami, a little boy who wishes to feel included in the celebration, Al-Futtaim IKEA’s movie ‘Togetherness Assembled’ portrays the spirit of the holy month and its significance in family life.

Al-Futtaim IKEA, Swedish retailer of home furnishings in the region, launched its newest campaign in collaboration with its creative and strategic agency partner, GREY Dubai.

The film highlights the importance of family bonds and traditions during the holy month from a child’s perspective. The movie portrays the spirit of the holy month and its significance in family life.

Carla Klumpenaar, general manager, marketing, communication, HF and retail design at Al-Futtaim IKEA in the UAE, Qatar, Egypt and Oman said: “Ramadan is an important occasion for our customers in the region. This year, we highlighted the importance of assembling togetherness which helps us remain relevant and create an emotional connection with our customers. Additionally, we wanted to showcase that no matter how big or small your dream of refreshing your home is, our products remain functional, accessible and affordable to all.’’

Pablo Maldonado, executive creative director at Grey, added: “The Ramadan film makes a powerful statement on the importance of every family member during the holy month. We have enhanced the meaning of assembling furniture by showcasing how togetherness can help a family assemble moments instead. We also wanted to set ourselves apart from what people see every year, which to us meant experiencing this special celebration through the eyes of a young boy who usually doesn’t have a role to play. We’re proud of our first campaign with Al-Futtaim IKEA and want to continue creating meaningful and effective ideas that make the brand even more famous.”


Name: “Togetherness Assembled”

Agency: Grey Dubai

Executive Creative Director: Pablo Maldonado

Associate Creative Directors: Habiba Gabriel, Khaled Ibrahim

Creative Team: Ritabrata Saha, Anant Kurup, Madhruth Zaman, Rolando Ruiz

Head of Strategy: Måns Tesch

Managing Director: Philippe Berthelot

Group Account Director: Zeina Korek

Sr. Account Manager: Richa Rai

Al-Futtaim IKEA GM Marketing: Carla Klumpenaar

Al-Futtaim IKEA Regional Marketing Manager GCC: Dina AlSahhar

Al-Futtaim IKEA Regional Marketing Campaign PR Leader: Binita Roy Chowdhury

Production House: Big Kahuna

Producers: Rajaa Chami, Rana Gebran

Director: Hadi Siryani

Music: Vox Haus Music

Project manager: Matheus Gugelmim

Composer: Daniel Dalla Corte

SFX: Ícaro Guedes, Cássio Machado