IKEA’s Bully A Plant uses a live social experiment feeding plants kindness or insults to reveal bullying’s impact — archived in Clapboard’s global ad archive.
Togetherness Assembled - IKEA, Al-Futtaim IKEA | Clapboard Ad Archive
Togetherness Assembled from Al-Futtaim IKEA, created in partnership with GREY Dubai, positions the market-leading Swedish home furnishing retailer at the emotional heart of Ramadan in the UAE, Qatar, and Oman, weaving narrative intimacy and cultural resonance into an integrated campaign that elevates the household products category. Anchored by a warm, emotive film that follows a young boy named Sami as he prepares the Iftar table with carefully chosen IKEA accessories, the campaign uses his small but meaningful gestures to illustrate how thoughtfully designed interiors can support family rituals and transform shared moments during the holy month. GREY Dubai builds a story where every prop—the chair placed just so, a cushion selected for comfort—does not simply decorate the set, but actively shapes the familial experience, cementing functional homeware as a genuine catalyst for connection and togetherness. By rooting the creative approach in what Clapboard's taxonomy recognizes as FORMAT#5—Exemplary Story, where the product is vital to the plot's resolution—the campaign sidesteps category genericness and instead frames IKEA’s furnishings as mission-critical to the emotional payoff of the narrative, making the brand an enabler of modern tradition and generational bonding. The strategy is amplified by a broad media footprint encompassing social, out-of-home, radio, and on-ground activations, ensuring presence across every relevant consumer touchpoint during Ramadan, a time when family life takes center stage. By leveraging the universal appeal of childhood participation in tradition, and tactically spotlighting the role of IKEA’s product range in facilitating these experiences, Al-Futtaim IKEA and GREY Dubai reinforce the brand’s position as a facilitator of both function and feeling within Middle East households. The campaign earns 63/100 in Clapboard’s global creative archive. Clapboard sees Togetherness Assembled as a demonstration of how culturally intelligent storytelling anchored in authentic family moments can redefine product relevance in the household products market, especially when executed with strategic sensitivity to the traditions that matter most.
.webp)
