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IKEA’s soft toys narrate their surprising family stories

Al-Futtaim IKEA and Memac Ogilvy creates stories of sustainability in its latest toy campaign, to introduce its sustainable BLÅVINGAD collection, soft toys made from ocean plastic.

In the campaign, Al-Futtaim IKEA picks up the idea of family lineage in a surprisingly fun way. It brings the topic of sustainability to life through family stories narrated by the soft toy characters themselves. Each toy tells us the legacy of their parents’ love story as if answering the question: “Where do we come from?” With the surprising twist: their rather astounding origins as recycled plastics form the oceans. The campaign consists of radio spots, social films, print and OOH.

The UAE is actively working towards a plastic-free society, recognising that single-use plastic contributes significantly to marine pollution and landfills. The BLÅVINGAD range is an innovative solution to this problem, providing an eco-friendly and sustainable alternative to traditional soft toys.

As part of its commitment to sustainability, Al-Futtaim IKEA aims to only use responsibly sourced renewable or recycled materials by 2030, and the BLÅVINGAD collection is a testament to this.

Commenting on the campaign, Carla Klumpenaar, general manager – marketing, communication, HF and retail design at Al-Futtaim IKEA in UAE, Qatar, Egypt and Oman, said, ‘’ Sustainability is at the heart of everything we do at Al-Futtaim IKEA. It is one of the filters in our Democratic Design Principles which means all of our products are made with sustainability in mind. The BLÅVINGAD collection serves as an inspiration to everyone, encouraging us to live a healthier and more sustainable life. As we all share the same home, it’s crucial that we take responsibility and work towards a more sustainable future.’’

Agency and client credits


Till Hohmann- Chief Creative Director
Nicoletta Stefanidou- ECD
Jean-Pierre De Villiers- Creative Director
Leomerish Leyco- Art Director

Diego Fernandez-Cid- Copywriter
Andre Souza- Senior Visualiser
Hussein Krayem- Content Director
Eliane Kaydouh-Senior Motion Designer
Fady Henen- Art Director

Wael AlYousuf- Head of strategy
Claus Adams- CEO
Hadi Ballout- Managing Partner
Kevin Kurian- Group Account Director
Alaa Nour – Associate Account Director

Karl ElHitti- Head of social
Nour Safieh- Senior Social Account Manager
Haya Dajani- Account Manager
Kamal Mavalwalla- Social Media Executive

Mango Jam:

Achint Singh- Sound Engineer
Wilbur D’Costa – Executive Producer
Shivani Sehgal – Producer


Carla Klumpenaar- GM Marketing, Communication, HF and Retail Design
Dina AlSahhar- Regional Marketing Manager
Binita Chowdhury- Regional Campaign & PR Leader
Houda Sfar- Regional Marketing Specialist
Merah Abu Shattal – Digital Marketing Specialist


Roxane Magbanua – Executive Business Director
Atieh Malkawi – Senior Media Planner
Maya Idriss – Media Planning Executive
Ihab Halawy – Associate Director, Investments