Ramadan Assembled

IKEA

IKEA Al-Futtaim is the leading home furnishings store in the Middle East—and the Ramadan brief tops their calendar every year. Think of it as the equivalent of Coca-Cola’s Christmas campaign.

So when we not only won the regional pitch with this concept, but also filmed the script exactly as it was conceived, it became a matter of pride.

We aimed to portray the holy month through the eyes of a boy who normally has no role to play due to the culture and traditions, and at the same time change the IKEA angle from assembling furniture to assembling moments.

The campaign ran on Social, Digital OOH and Hoardings, Radio, In-Store, and Transit Ads across the UAE, Oman, and Qatar.