Proudly the Second Best

2024 Clio Gold Award Winner

IKEA has become a household destination for its affordable, functional and stylish home furnishing products and solutions that caters to every member of the family. While stylish designs is the top choice for parents seeking practical solutions for their child’s bedroom or playroom, Al-Futtaim IKEA’s latest campaign, ‘Proudly the Second Best’, focuses on how children would rather spend time with their parents giving second place to their bedroom.

While celebrating the unique bond between parents and their kids, the retailer highlights its vast children’s collection and proudly embraces the second-best place in a household. In a natural and homey environment, the campaign features top selling products: the ANTILOP Highchair, BOLMEN Step Stool and the SMÅGÖRA cot, left aside by kids in favour of their parents.

This campaign is the result of a collaboration between Al-Futtaim IKEA, DAVID Madrid, and INGO Hamburg. Carla Klumpenaar, General Manager - Marketing, Communication, HF and Retail Design in UAE, Qatar, Egypt and Oman at Al-Futtaim IKEA expressed her gratification with the partnership, stating, “humility is a value that lives in the heart of our brand. Placing parents as the first choice for their children reflects this core belief. It doesn't matter if we are second only to the parents, we are actually proud of it. Through this campaign, we hope to spread this brand value and celebrate parenthood across several channels.”

With its commitment to affordability, the brand has made it possible for families to create comfortable and functional living spaces that promote children's development and creativity. Al-Futtaim IKEA's home furnishing range designed for children is a testament to the brand's commitment to making everyday life better for families.