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.

“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