Al-Futtaim IKEA Furnishes Everything, Even Your Computer’s Desktop With The Outdoor Collection
Outdoor season is officially underway, and with it comes outdoor furnishing. Gardens, balconies, patios, porches, terraces, and campouts—all waiting to be turned into cozy spaces. It’s prime time for Al-Futtaim IKEA’s outdoors collection.

Ironic as it may sound, you don’t have to step outside to find beautiful outdoor scenery. Just look at your desktop wallpaper. It probably features the stunning geysers at Yellowstone Park, the green plains of Switzerland, the vast Arabian desert, or some other natural wonder.
Building on this irony, Al-Futtaim IKEA chose to showcase its outdoors collection through a digital campaign. IKEA launched ‘Iconic Outdoors’, a fun way to make your desktop fresh, outdoorsy, and absolutely adorable. Al-Futtaim IKEA transformed its entire outdoor collection—featuring hundreds of products—into downloadable icons, available on their website. Users could replace those messy folder icons and furnish their scenic wallpaper with the IKEA Outdoor Collection.

The campaign launched with three separate videos furnishing different wallpapers: a desert campout, a beach, and a grassy plain. Each video brought these landscapes to life using IKEA product icons fitting for the setting.
The experience is fun, interactive, and simply delightful. But most importantly, it puts the Al-Futtaim IKEA products in the hands of potential customers. By picking, mixing, and matching different items, users create outdoor scenes that spark inspiration—scenes they might replicate in their own gardens and patios.

To engage people on social media, Al-Futtaim IKEA uploaded its outdoor icons on GIPHY, allowing users to create virtual setups on their instagram stories. They also launched a competition inciting people to join in. Three winners had their setups featured on digital screens in the IKEA stores.
As a digital-first campaign, Iconic Outdoors meets customers where they spend much of their time: at their laptops. It took the focus away from shopping and made it about designing something unique and personal.
So, once you’ve turned your desktop into a cozy retreat, remember to shut your laptop and step outside to enjoy the great weather.
Memac Ogilvy Dubai
Hadi Ballout – Managing Director, Advertising – UAE
Moemen Metwally – Creative Director
Alicia McBride – Senior Art Director
Carl Khoury – Senior Copywriter
Joseph Al Khabbaz – Senior Graphic Designer
Karl Hitti – Head of Social
Ahmed Nour – Social Director
Yara Maalouf – Senior Social Account Manager
Layan Abdo – Social Account Executive
Dana Salama – Community Manager
Dina ElKharaz – Community Manager
Kevin Kurian – Business Director
Alaa Nour – Account Director
Georges Enkiri – Senior Account Manager
Nicole Correia – Senior Account Executive
Al-Futtaim IKEA
Carla Klumpenaar: GM Marketing, Communication & Interior Design.
IKEA United Arab Emirates, Qatar, Egypt and Oman
Dina Al Sahhar: Regional Marketing Manager
IKEA United Arab Emirates, Qatar, Egypt and Oman
Jay Quadras: Regional Digital Marketing Leader
IKEA United Arab Emirates, Qatar, Egypt and Oman
Mohamed Maihoob: Regional Marketing Specialist
IKEA United Arab Emirates, Qatar, Egypt, and Oman
Houda Sfar: Regional Marketing Specialist
IKEA United Arab Emirates, Qatar, Egypt, and Oman