IKEA Al-Futtaim IKEA

Togetherness Assembled

Agency: GREY Dubai


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.

This professional campaign titled 'Togetherness Assembled' was published in United Arab Emirates in March, 2023. It was created for the brands: Al-Futtaim IKEA and IKEA, by ad agency: GREY Dubai. This Integrated medium campaign is related to the Household Products industry and contains 1 media asset. It was submitted about 1 year ago.


Name: “Togetherness Assembled”
Agency: Grey Dubai
Executive Creative Director: Pablo Maldonado
Associate Creative Directors: Habiba Gabriel, Khaled Ibrahim
Creative Team: Ritabrata Saha, Anant Kurup, Madhruth Zaman, Rolando Ruiz
Head of Strategy: Måns Tesch
Managing Director: Philippe Berthelot
Group Account Director: Zeina Korek
Sr. Account Manager: Richa Rai
Al-Futtaim IKEA GM Marketing: Carla Klumpenaar
Al-Futtaim IKEA Regional Marketing Manager GCC: Dina AlSahhar
Al-Futtaim IKEA Regional Marketing Campaign PR Leader: Binita Roy Chowdhury
Production House: Big Kahuna
Producers: Rajaa Chami, Rana Gebran
Director: Hadi Siryani
Music: Vox Haus Music
Project manager: Matheus Gugelmim
Composer: Daniel Dalla Corte
SFX: Ícaro Guedes, Cássio Machado


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