Latest news with #SupportingFirstSteps
Campaign ME
09-06-2025
- Entertainment
- Campaign ME
Private View by LION Dubai's Osama Siddiq
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. This review of our 'Works' from April is by Osama Siddiq, Co-Founder & Executive Creative Director, LION Dubai. VISA – Cash Walla Visa? The insight is mint. It nails the local lingo without dressing it up in agency-speak. Feels like one of those ideas where you had an amazing insight, and you forced a tech twist and suddenly we're in science fair territory. Fun to look at, not sure it actually does justice to the insight. Bridgestone MEA – Lap of Love Important topic, well-intentioned, but let's be honest, it feels like a safety manual with music. It says the right things but forgets to surprise. A little more creative punch would've taken it from informative to unforgettable. IKEA Al-Futtaim – Supporting First Steps This is IKEA doing what IKEA does best, making real life feel special. They didn't even film anything, just let parents be parents. No polish, no posing, just pure joy. It's the kind of ad you accidentally rewatch three times. Total win. adidas Originals – Loomhood Collection This one walks in with swagger and doesn't fake a single frame. It's raw, it's grounded and it owns its space without trying to please everyone. Easily one of the rare ads that actually feels like it belongs where it was made. Loud applause from this side. Yas Island – Zindagi Ko Yas Bol Big idea, big nostalgia, big budget and still, somehow, big miss. The casting was a shortcut to the audience's hearts, but the delivery felt like a school play. It could have been magic, but instead it's over-acted and under-directed. Bollywood deserves better. So does Yas. By Osama Siddiq, Co-Founder & Executive Creative Director, LION Dubai.
Campaign ME
02-06-2025
- Entertainment
- Campaign ME
Private View by Kuwait-based F&B marketer Nimet Akgul
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. This review of our 'Works' from April is by Nimet Akgul, a F&B Marketing Manager based in Kuwait. VISA – Cash Walla Visa? A wonderful case study for any marketing and communication professional; great insight met with a strong solution. I love it! How an everyday act for merchants became a solution for their pain point: the need for growth. This tech-driven approach for brand activation shows how a symbiotic relationship can grow sustainable engagement and a positive emotional bond for the brand. Let's not forget to mention special kudos to AI-powered integration. Bridgestone MEA – Lap of Love This resonates with me fully as a mother of two. This campaign aims to change the deep impulsive belief of mothers. I really appreciate how Bridgestone extended its brand essence to the safety of children during car trips. Strong content creation is balanced with emotional resonance and data-driven statistics for the safety of children. I would love to see continuous communication till the campaign message is the new instinct of motherhood. IKEA Al-Futtaim – Supporting First Steps I admire the creativity of this campaign. They truly took the moment of 'first steps', which is a universal parenting experience, and made it a campaign. Which mother and father haven't waited for their child's first steps? And which home doesn't have these fundamental IKEA pieces? This campaign feels like it was filmed in our own home. It's so realistic, so heartfelt and so sincere. adidas Originals – Loomhood Collection I really appreciate this campaign idea, and I would love to see many more from other brands. Adidas did a great job of fostering a deeper connection with the community. We live in a culturally and historically rich geography. It is our responsibility as marketers to pass on authentic and vibrant cultural cues to the new generation. Hats off. Yas Island – Zindagi Ko Yas Bol Strong idea, big collaboration, wonderful production. The favourite nostalgic characters of a big nation evoke their now-adult audience to visit Yas Island for unique experiences. I love how the brand team of Yas Island keeps their communication always on hype by targeting different audiences with authentic content. By Nimet Akgul, a Kuwait-based F&B Marketing Manager.
Campaign ME
15-04-2025
- Entertainment
- Campaign ME
IKEA marks milestones with ‘Supporting First Steps' campaign
Al-Futtaim IKEA has launched a new campaign, Supporting First Steps, aimed at capturing the everyday moments that shape early childhood development. The campaign is part of IKEA's ongoing regional brand narrative, following previous initiatives such as Proudly Second Best and Guilty Pets, which celebrate real-life family moments. Rooted in the insight that many toddlers take their first steps by using nearby furniture for balance—a trend known as 'baby cruising' and popular on TikTok—Supporting First Steps turns attention to how IKEA products quietly support these important but often overlooked experiences. The campaign serves as a reminder of the role home environments play in nurturing development. The visuals, shot by photographer Ale Burset, feature IKEA products that are commonly present in these milestone moments: the BEKVÄM step stool, LACK side table, KALLAX shelving unit and MAMMUT children's stool. Each item is positioned not as the centrepiece, but as a steady backdrop in key developmental moments. Recognising that more than three-quarters of parents share milestone moments of their children online, the campaign film incorporates user-generated content, blending authentic family footage with campaign visuals to create a narrative grounded in lived experience. Carla Klumpenaar, GM of Marketing, Communication & Interior Design at IKEA Al-Futtaim, said the campaign was designed to highlight how IKEA is present in everyday life, not just for major milestones but for the moments in between that truly matter. Daniel Fisher, Global Chief Creative Officer at INGO The Agency, added that the creative idea was inspired by a universal parenting truth: many first steps happen alongside a piece of furniture. Reflecting on his own experience, he noted how his daughters took their first steps with the help of a LACK table in their living room—an IKEA product that continues to serve as a backdrop to countless family stories. The campaign was developed in collaboration with INGO Hamburg and Ale Burset and will be rolled out across out-of-home, print, digital, and social media platforms in the Middle East.
