This Mother’s Day, Al-Futtaim IKEA, in collaboration with Memac Ogilvy, have turned the tables on traditional gifts, launching a heartwarming campaign that celebrates the creativity of children. In a unique event held at IKEA stores, children were invited to leave their mark quite literally on IKEA furniture, turning ordinary items into extraordinary gifts for their mothers.
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“A Priceless Mess” aims to shift perspectives on the spontaneous art created by children. Often, parents view their kids’ doodles on furniture as mishaps to be cleaned up. However, Al-Futtaim IKEA sought to highlight that these spontaneous sketches are, in fact, priceless artworks that embody love and childhood innocence.
The campaign saw the store transform into a vibrant art studio where kids unleashed their creativity on tables, chairs, lamps, carafes, and even clocks, turning them into unique pieces of art. These doodle-adorned furnishings were then gifted to the mothers, showcasing that when seen through the eyes of love, every scribble is a masterpiece worth preserving.
“A Priceless Mess” not only brought smiles and tears of joy to many mothers but also served as a gentle reminder of the precious, fleeting moments of childhood. This Mother’s Day, Al-Futtaim IKEA have redefined gift-giving, proving that sometimes the best presents are those that come scribbled, scrawled, and lovingly doodled.
Credits
Agency: Ogilvy
Executive Creative Director: Steve Delange
Creative director: Jean-Pierre De Villiers
Senior Art director: Leomerish Leyco
Senior Copywriter: Diego Fernández-Cid
Social Account manager: Yara Maalouf
Content Creator: Abdelrahman Hassanin
Editor: Juan Encarnado
Head of social: Karl ElHitti
Head of Content and Production: Hussein Krayem
Social Account Executive: Layan Abdo
Managing Director: Hadi Ballout
Business Director: Kevin Kurian
Client: IKEA AL-FUTTAIM
Carla Klumpenaar: GM Marketing, Communication & Interior Design.
IKEA United Arab Emirates, Qatar, Egypt and Oman
Merah Abushattal: Regional Digital Marketing Specialist
IKEA United Arab Emirates, Qatar, Egypt, and Oman
Jay Quadras: Regional Digital Marketing Leader
IKEA United Arab Emirates, Qatar, Egypt and Oman
Houda Sfar: Regional Marketing Specialist
IKEA United Arab Emirates, Qatar, Egypt, and Oman
Dina Al Sahhar: Regional Marketing Manager
IKEA United Arab Emirates, Qatar, Egypt and Oman