Al-Futtaim IKEA and INGO, The Agency (now a creative boutique within the Ogilvy network), have picked up on the TikTok trend, baby cruising, proudly showing adorable babies taking their very first steps with the help of IKEA furniture. The new campaign fits into IKEA’s mission of creating a better everyday life for people, highlighting the importance of early childhood development and the role that the home plays in nurturing it.
The campaign, Supporting First Steps, follows the success of Al-Futtaim IKEA’s previous campaigns. Proudly Second Best and Guilty Pets, another heartfelt tribute to real family moments. The campaign positions IKEA as a quiet supporter of families as they build strong foundations for their children and their futures.
Supporting First Steps includes three visual motifs photographed by Ale Burset and a touching film. Recognising that more than three-quarters of parents share milestone moments of their children online, the brand chose to create the campaign film adding user-generated content. Each clip captures the joy of first steps – moments made even more special with the presence of IKEA products in the frame.
“With Supporting First Steps, we wanted to celebrate the joy of a baby’s first steps and show how IKEA is present in the everyday moments that matter most,” stated Carla Klumpenaar, GM of marketing, communication & interior design at IKEA Al-Futtaim.
“This campaign taps into a beautifully universal truth—nearly every parent, everywhere, has witnessed their child pulling themselves up on a piece of furniture to take those first wobbly steps. It’s a moment so small, yet so unforgettable. I still remember both my daughters learning to walk with the help of a LACK table in our living room,” added Daniel Fisher, global chief creative officer, INGO The Agency.
The campaign will appear in out-of-home displays, digital screens, print publications, and across IKEA’s social media channels across the Middle East.
Credits:
Client: IKEA Al-Futtaim
GM Marketing, Communication & Interior Design: Carla Klumpenaar
Regional Marketing Manager: Dina Al Sahhar
Regional Marketing Specialists: Mohamed Maihoub & Houda Sfar
Regional Digital Leader: Jay Quadras
Regional Digital Analyst: Sandra Khouly
Agency: INGO Hamburg
Global CCO: Liz Taylor
Creative Chairman: Dr. Stephan Vogel
Global CCO: Daniel Fisher
Executive Creative Director: Nicolás López Bravo, Fernando Montero
Art Director: Andrea Lopez-Boado.
Copywriter: Anna Breinfal.
Account Director: Amelie Schwall
Photographer: Ale Burset
Executive Producer: Lorenzo Uras @ L’ Group productions.
Production: Isabel Fuertes
Post-production: Eduardo Navarro
Music, Sound Design & Post: HOOKED Music
Music & Sound Composers: Camilo Remolina, Jan Finck Barboza
