By Amy Houston, Senior Reporter

February 28, 2023 | 3 min read

The fun campaign is to introduce the Al-Futtaim’s store new eco-friendly Blåvingad range of plushies.

Taking a light-hearted approach to touting ’green’ efforts, Ikea has released a trio of films featuring talking toys, the first of which sees a friendly-looking shark detailing what happened when he plucked up the courage to ask his parents how they met.

He explains how he was told they had crossed paths on a luxurious yacht sailing the Mediterranean Sea before heading to the party island of Ibiza, where they felt right at home. ”After all, what’s a party without a straw and a cup?” That’s where the plot twist comes in. The cute little shark, it turns out, is made from recycled plastic, a straw-and-cup hybrid, a true party animal.

The other two ads in the series follow a similar silly suit. One stars a Sicilian blue whale and the other a French orca, retelling their unique family histories.

Carla Klumpenaar, general manager of marketing, communication, home furnishing and retail design at Al-Futtaim Ikea in UAE, Qatar, Egypt and Oman, said of the push: ”The Blåvingad collection serves as an inspiration to everyone, encouraging us to live healthier and more sustainable lives. As we all share the same home, it’s crucial that we take responsibility and work towards a more sustainable future.”

The campaign will be rolled out across radio, social, print and out-of-home.



Chief creative director: ​Till Hohmann

Creative director: Jean-Pierre De Villiers

Art director: Leomerish Leyco

Copywriter: Diego Fernández

Head of strategy: Wael AlYousuf

Head of social: Karl ElHitti

Account manager: Haya Dajani


General manager, marketing, communication, home furnishing and retail design: Carla Klumpenaar

Regional marketing manager: Dina AlSahhar

Regional campaign and PR leader: Binita Chowdhury

Regional marketing specialist: Houda Sfar

Digital marketing specialist: Merah Abu Shattal

Senior social account manager: Nour Safieh


Executive business director: Roxane Magbanua

Senior media planner: Atieh Malkawi

Media planning executive: Maya Idriss

Associate director, investments: Ihab Halawy

Mango Jam

Sound engineer: Achint Singh

Executive producer: Wilbur D’Costa

Producer: Shivani Sehgal

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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