Ad of the Day: Toys recount family histories in Ikea sustainability push
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
Sound engineer: Achint Singh
Executive producer: Wilbur D’Costa
Producer: Shivani Sehgal