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IKEA’s latest campaign gets messy


Al-Futtaim IKEA, in collaboration with FP7 McCann, has launched its latest campaign, Bring on the Mess.

The new campaign encourages people to change their perception of mess by asking them to get messy and embrace the mess.

The campaign has been launched through a video and a print campaign, which were both executed by FP7 McCann.

In the ad film, the narrator encourages everyone to get messy, be it a kid playing with toys or a husband making a romantic dinner.

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It supports the idea that ‘mess is freedom’ and ‘mess is your happy place’ and finally ends with the slogan that ‘IKEA’s got your back’.

The film ends by showing how clutter can find its place with IKEA’s storage solutions.

The video campaign is accompanied by a print campaign where everyday people are showcased in their ordinary habitats surrounded by clutter.

“Our campaign is the story of mess throughout life. But let’s remember, mess isn’t just about things and stuff. It’s about life’s surprises, the things that make it unpredictable and uniquely special,” said Carla Klumpenaar, General Manager – Marketing, Communication, HF and Retail Design in UAE, Qatar, Egypt and Oman at Al-Futtaim IKEA.

“It’s that feeling when we don’t know what’s coming next when we’re not in control for a moment. It’s exciting, emotional, and always changing.

“And with every mess, there’s a new possibility to make life better. It’s one of the things that makes life extraordinary.”

The campaign aims to share the message that people’s space is a canvas and to fill it with their life is to fill it with their mess and embrace it.

Federico Fanti, Chief Creative Officer, FP7 McCann, said “Bring On The Mess is an ode to the beautiful messes of our lives that give character to every corner of our homes, making them unique, unexpected, and endearingly us.”

The campaign has been launched in video and print across the countries, UAE, Qatar, Egypt and Oman.