A stool, a table or shelf are supported for the first steps of children in the new campaign of IKEA United Arab Emiratesmanaged in the country by the Al-Futtaim group. His presence in The early stages of babies’ life is the form that the brand has found to highlight the role it performs in the life of consumers.
“With this campaign we show that Ikea is present in the moments of the day to day that matters most”
With “Supporting First Steps” (“supporting the first steps”), designed by the creative agency Ingo HamburgIkea is linked to spontaneity and emotional burden associated with this learning stage. In addition, capitalizes the tendency to share on social networks the videos of the moment in which children start walking.
As explained by the brand in a statement, more than three quarters of fathers and mothers share the development milestones of their children in social networks. Thus, in the main spot of the campaign, Ikea collects content generated by users users to reflect the presence of their products at one of the moments of greater joy of families. The furniture that stands out are the Berkväm stool, the LACK auxiliary table, the Kallax shelf and the Infanitl Mammut stool.
“Supporting First Steps”, on the other hand, has the Participation of renowned photographer Ale Burset. In their snapshots, the children appear leaning on Idanäs, the Smagöra cradle and the Linanäs sofa. Objects of everyday use that acquire an essential role in the life of the little ones. “Ikea is there, silently supporting families while putting the foundations for the future of their children“The brand points out in the statement.
“With ‘Supporting First Steps’, we wanted to celebrate the joy associated with the first steps of a baby and show how Ikea is present at the time of day to day that import the most”, Says Carla Klumpenaar, general director of Marketing, Communication and Interior Design in Ikea United Arab Emirates.
For his part, Daniel Fisher, Global Creative Director of Ingo Hamburg, claims The universal value of the idea That articulates the campaign. “Almost all parents in the world have seen their son hold a furniture to take those first and wobbly steps. I still remember how my two daughters learned to walk leaning on a Lack’s table in the living room“He points out.
“Supporting First Steps” will be activated throughout the Middle East both in an outdoor advertising campaign with fences of fences and digital screens, and in printed publications and social networks and the official channels of Ikea.
The campaign builds on the award -winning “Proudly Second Best!” launched in 2023 and also worked with Ingo Hamburg. He also celebrated his presence in households proud to be the second option of the little ones in the house.
