Ogilvy, DAVID and INGO: Al-Futtaim IKEA's Proudly Second Best

Al-Futtaim IKEA – the franchisee operating IKEA stores in the UAE, Qatar, Egypt and Oman – faced the challenge of connecting with parents seeking practical solutions for their children's spaces. While stylish designs were a top choice, there was a need to emphasize the brand's children's collection in a way that resonated with parents.

In collaboration with DAVID Madrid and INGO Hamburg, Al-Futtaim IKEA launched the Proudly Second Best campaign. The campaign humorously showed toddlers engaging in daily activities on their parents, rather than on the IKEA products designed for those purposes. It playfully conveyed that the physical presence of a parent figure will always be the top priority, even at the expense of IKEA's most iconic children's products.

The campaign successfully struck a chord with the audience, celebrating cherished moments of parenthood and the way in which IKEA’s extensive children’s product range supports parents around the home. It demonstrated the brand's commitment to understanding the evolving needs of families and was awarded a Gold Lion and four Silver Lions at the Cannes International Festival of Creativity 2023.