By Amy Houston, Senior Reporter

March 14, 2023 | 3 min read

It’s told through the eyes of a young boy and is the latest creative output for the retailer from strategic partner Grey Dubai.

Ikea is celebrating the Holy month of Ramadan with a heartwarming ad campaign that sees a young boy trying to bring a smile to his family's faces. In ‘Togetherness Assembled,’ viewers see the youngster waiting to break fast as his mother asks him to help set the Iftar table. As each of his relatives sit down at the table they realize that the child has added a personal touch to each of their seats.

Carla Klumpenaar, general manager of marketing, communication, HF and retail design at Al-Futtaim IKEA in UAE, Qatar, Egypt and Oman said: “Ramadan is an important occasion for our customers in the UAE, Egypt, Qatar and Oman. This year, we highlighted the importance of assembling togetherness which helps us remain relevant and create an emotional connection with our customers. Additionally, we wanted to showcase that no matter how big or small your dream of refreshing your home is, our products remain functional, accessible and affordable to all.’’

The campaign will include social, out-of-home (OOH), radio and in-store activations.

Pablo Maldonado, executive creative director at Grey, added: “The Ramadan film makes a powerful statement on the importance of every family member during the holy month. We have enhanced the meaning of assembling furniture by showcasing how togetherness can help a family assemble moments instead.

We also wanted to set ourselves apart from what people see every year, which to us meant experiencing this special celebration through the eyes of a young boy who usually doesn’t have a role to play. We’re proud of our first campaign with Al-Futtaim IKEA and want to continue creating meaningful and effective ideas that make the brand even more famous."

Last month, the store introduced its new eco-friendly Blåvingad range of plushies with this fun campaign.

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