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Ogilvy and Big Kahuna ‘Imagine if we could be as flexible as IKEA furniture’

Al-Futtaim IKEA announced the launch of its new collections, room setups and home furnishing solutions with a new campaign – ‘Imagine if we could be as flexible as IKEA furniture’. The campaign was created with the support of Memac Ogilvy and Big Kahuna Films.

Homes are spaces that do it all. Al-Futtaim IKEA believes that better products enable better homes. As time changes, so does the role of the home. It is now a office, gym, spa, yoga studio, bakery, restaurant, classroom, play area, gaming zone and much more. As work and personal lives become more flexible, designing homes to mirror the flexibility and functionality has become increasingly important. While IKEA provides its consumers with a range of multifunctional home furnishing solutions, people are still not as flexible, finding it difficult to multitask. This year’s offering focuses on multifunctional products that can help consumers achieve the right balance between the spaces they live in and overall wellbeing therefore making their home a space that changes with them.

Commenting on the new campaign, Carla Klumpenaar, general manager of marketing and communications, retail and design for IKEA UAE, Qatar, Egypt and Oman said, “Home is no longer just four walls. It’s now a fluid, multifunctional space that adapts to your every need. Al-Futtaim IKEA’s new campaign inspires you to become flexible within your personal and professional life. To launch this campaign, we imagined what life would be like if family members were as flexible as IKEA furniture. Sometimes dealing with our loved ones is not easy, we would like them to be as adaptable as IKEA furniture. So, imagine if you husband could be as a flexible as the IKEA dressing table or your teenager son was  adjustable as an IKEA dimmable lamp. With this fun execution we want to show the multi-functionality and the ability to adapt to our needs of IKEA products.”


Agency: Memac Ogilvy
Group account director: Kevin Kurian
Associate account director: Alaa Nour
Senior account executive: Haya Dajani

Production house: Big Kahuna Films
Director: Henry Littlechild
ECD: Nicoletta Stefanidou
Art director: Valerio Mangiafico, Mahesh Powar
Copywriter: Diego Fernandes, Sandeep Fernandes
Producer: Rajaa Chami