By Jalaja Ramanunni
Every parent knows that a child’s favourite place to sleep is never their bed. Al-Futtaim IKEA has channeled this concept into its new campaign.
Shot in a warm and cosy setting, the campaign showcases popular children’s products such as the ANTILOP
highchair, BOLMEN step stool, and SMÅGÖRA cot, which are among the retailer’s best-selling products.
Interestingly, these products are left unused as kids prefer to stay close to their parents.
The new advertising campaign by Al-Futtaim IKEA, titled ‘Proudly the Second Best’, highlights how children prioritise spending time with their parents over their bedroom. It acknowledges the special bond between parents and their kids in its campaign.
Carla Klumpenaar, General Manager, Marketing, Communication, HF and Retail Design in UAE, Qatar, Egypt and Oman at Al-Futtaim IKEA said, “Humility is a value that lives in the heart of our brand. Placing parents as the first choice for their children reflects this core belief. It doesn’t matter if we are second only to the parents, we are actually proud of it. Through this campaign, we hope to spread this brand value and celebrate parenthood across several channels.”
This campaign is the result of a collaboration between Al-Futtaim IKEA, DAVID Madrid, and INGO Hamburg.
Credits:
DAVID and INGO Creatives:
Pancho Cassis – Global Chief Creative Officer
Tobias Ahrens – Global Chief Creative Officer
Saulo Rocha – Chief Creative Officer
David Krueger – Group Creative Director
Tomas O’Gorman – Creative Director
Ricky Solano – Senior Copywriter
Gonzalo Arica – Senior Art Director
Fernando Montero – Senior Copywriter
Nicolás Lopez – Senior Art Director
Client
Carla Klumpenaar – Marketing Director
Salama Ahmed – Brand Communications Manager
Dina al Sahhar – Marketing Manager
Campaign Leader – Oman Binita Roychowdhury
Account
Maria Garcia Herranz – Head of Accounts
Annie Muñoz González – Global Account Director
Production
Productora: Sal Gorda
Realizador: Michelle Cassis
Director de Fotografía: Andy Pulido
Productor Ejecutivo: Juanjo Gómez
Producer: Noelia Lobo
Director de Producción: Rubén Subirats
Dirección de arte / Decoración: Bárbara Gil y Miguel Junquera
Estilismo: Paola Boch
Postproducción: Full Fiction
Color: GradePunk
Sonorización: The Lobby
Photography Production
Alberto Escudero – Fotógrafo
Oscar Calleja – Asistente digital
Ricardo Moreira – Retoucher
