Finalist
TV & Cinema
Consumer Campaign
| Entrant: | INGO Hamburg |
| Brand: | IKEA |
| Title(s): | "Guilty Pets: Simba", "Guilty Pets: Coco", "Guilty Pets: Brownie" |
| Corporate Name of Client: | IKEA Al-Futtaim, Dubai |
| Clients: | Carla Klumpenaar/Dina Al Sahhar/Merah Abushattal/Houda Sfar/Mohmed Maihoub |
| Agency: | INGO Hamburg |
| Agency Creative Chairman: | Dr. Stephan Vogel |
| Global Chief Creative Officer: | Liz Taylor |
| Chief Creative Officer: | Tobias Ahrens |
| Creative Directors: | Nicolás López Bravo/Fernando Montero/Tomás O’Gorman |
| Art Directors: | Andrea Lopez-Boado/Prawidchaya (Jean) Tetanonsakul |
| Production Company: | The Producer, Madrid |
| Producer: | Irene Paz |
| The Producer Art Directors: | Wuanda Velasquez/David Moreno Fuentes |
| Photographer: | Alberto Escudero |
| The Producer Photography Assistants: | Katina Niklas/Oscar Calleja |
| The Producer Production Assistant : | Oriana Nigro Acevedo |
| Post-Production Company: | HOOKED Music, Hamburg |
| Editor: | Dominik Bull |
| HOOKED Music Senior Compositing Artist: | Zarko Kitanovic |
| Sound Design Company: | HOOKED Music, Hamburg |
| Music Composers: | Camilo Remolina/Jan Finck Barboza |
Description:
Launching this campaign in the Middle East, where pet ownership is a relatively new trend, adds an intriguing cultural dimension to the project. In key markets for IKEA Al-Futtaim within the region, there's a noticeable surge in pet ownership due to evolving lifestyles, urbanization, and an influx of expatriates. According to recent Pet World Arabia exhibition in Dubai, in the UAE alone the local pet industry boasts a worth of $300 million, with approximately 1.5 million pet owners. This evolving behavior reflects a growing acceptance of pets as integral members of households. That’s where the relevance for IKEA stands: IKEA is a home brand, whose mission is to create a better everyday life of the many people.
Bridging the gap between traditional views of pets as functional assets and the emerging trend of regarding them as cherished companions. By tapping into the shared experience of all pet owners, it aims to forge an emotional connection with the audience. Furthermore, it highlights IKEA's values of affordability and accessibility, which traditionally resonate strongly in the region. Through this approach, the campaign aims to resonate with Middle Eastern consumers, fostering a deeper connection with IKEA and its offerings.