Togetherness Assembled

Al-Futtaim IKEA, the region's leading Swedish home furnishing retailer, in partnership with its creative and strategic agency partner, GREY Dubai, launched its latest campaign that delves deeper into assembling memorable moments for families celebrating Ramadan whilst showcasing functionality of its home furnishing range. The campaign was launched with an emotional heartwarming film highlighting the importance of family bonds and traditions during the holy month.

The film captures the essence of the holy month and its significance in family life through the eyes of Sami, a little boy, who wants to feel part of the occasion. While he waits to break his fast, he helps his mother set up the Iftar table by gathering home furnishing accessories from around the house that adds to the comfort of the family members. The film showcases the little boy’s efforts in bringing a smile to his family members face by adding a personal touch to where they sit. The campaign includes social, out-of-home, radio, on-ground activations and more.