The Drum Awards Festival - Social Purpose

-d -h -min -sec

Client: Ikea
Date: Feb 2020
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Ikea has launched a campaign that allows customers to buy with their time.

As Ikea’s stores are often located far from city centres, people spend a lot of time getting there. A new initiative from Ikea allows you 'Buy With Your Time' - with the time you've spent going to their stores.

To find out how much time customers spent Ogilvy and Ikea used the Google Maps Timeline, a feature inside Google Maps that tracks and records all the routes you take every day. So consumers only had to find the last time they visited Ikea and how long it took them.

The price of an hour was based on the average wage in Dubai. Where one hour is AED 105. And they added all the prices in time to all Ikea products.


AGENCY: MEMAC Ogilvy Dubai.

CCO: Juggi Ramakrishnan.

Group CD: Youssef Gadallah.

Creative Team: Nicolás López and Fernando Montero.

Client Team Leader: Hadi Ballout.

Head of Production: Amin Soltani.

Junior Producer: Ann Vaas.

Account Director: Preeti Hothi

Account Manager: Alaa Nour.

Creative Director: Karim Sherif.

PR TEAM: Saad Abu Touq, Saintana Saad.

Production House: Goldmine Films.

Executive Producer: Madhup Agarwal.

Director of Photography: Miraj Mohamed

Producer: Shaharbano Zaidi

Production Assistant: Sara Abdullah / Armela Atun / Mahesh Pottavathini

Administration & Accounts: Dona Vaas


GM Marketing, Communication & Interior Design: Carla Klumpenaar.

Regional Communication Manager: Amer Yaghi.

Regional Digital Marketing Specialist: Noha Gheith.

PR and Communications Specialist: Benita Chowdhury