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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.

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