Proudly the Second Best

Agencies: DAVID Madrid INGO Hamburg


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.

This professional campaign titled 'Proudly the Second Best' was published in Germany and Spain in May, 2023. It was created for the brand: IKEA, by ad agencies: DAVID Madrid and INGO Hamburg. This Integrated medium campaign is related to the Retail Services industry and contains 3 media assets. It was submitted about 1 year ago.


Campaign: IKEA Second Best Furniture
Agencies: DAVID Madrid, INGO Hamburg
Global Chief Creative Officer: Pancho Cassis, Tobias Ahrens
Global COO: Sylvia Panico
Chief Creative Officer: Saulo Rocha
Group Creative Director: David Krueger
Creative Director: Tomas O’Gorman
Senior Copywriter: Ricky Solano, Fernando Montero
Senior Art Director: Gonzalo Arica, Nicolás Lopez
Head of Accounts: Maria Garcia Herranz
Global Account Director: Annie Muñoz González
Global PR Director: Sandra Azedo

Client Approval: Carla Klumpenaar, Salama Ahmed, Dina al Sahhar, Oman Binita Roychowdhury

Production Company: Sal Gorda
Realizador: Michelle Cassis
Photography Director: Andy Pulido
Executive Producer: Juanjo Goìmez
Producer: Noelia Lobo
Production Director: Rubeìn Subirats
Art Director: Baìrbara Gil y Miguel Junquera
Estilismo: Paola Boch
Post production: Full Fiction
Color: GradePunk
Sound: The Lobby

Photography: Alberto Escudero, Oscar Calleja, Ricardo Moreira

International S...


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