This Father’s Day, Al-Futtaim IKEA, in collaboration with Memac Ogilvy, is transforming the act of gift-giving into an opportunity for fathers and children to share a meaningful experience together.

According to a recent study, parents in the UAE spend only 30 minutes daily with their children. Fathers, often willingly carrying many burdens, are continuously seeking the perfect time to bond with their kids.

By replacing traditional price tags with “assembly hours” on select products, Al-Futtaim IKEA aims to highlight the simple yet profound act of building furniture together—a perfect recipe for bonding time.

Building furniture comes naturally to many dads, and now Al-Futtaim IKEA invites everyone to give the perfect gift to their father in a uniquely memorable way, encouraging deeper connections through the timeless tradition of building together.

For Al-Futtaim IKEA, this campaign serves as a simple reminder that sometimes, the best gift you can give your dad is time spent building something more with you—and vice versa.

Credits:

Memac Ogilvy

Hadi Ballout

Managing Director

Steve Delange

Executive Creative Director

Moemen Metwally

Creative Director

Taha Khan

Copywriter

Brinda Singala

Art Director

Hussein Krayem

Head of Production/Photographer

Karl ElHitti

Head Of Social

Yara Maalouf

Social Account Manager

Layan Abdo

Social Account Executive

Kevin Kurian

Business Director

Alaa Noor

Account Director

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

Dina Al Sahhar: Regional Marketing Manager

IKEA United Arab Emirates, Qatar, Egypt and Oman

Houda Sfar: Regional Marketing Specialist

IKEA United Arab Emirates, Qatar, Egypt, and Oman

Mohamed Maihoub: Regional Marketing Specialist

IKEA United Arab Emirates, Qatar, Egypt, and Oman