In the UAE, 11 billion tonnes of plastic are produced every year, equivalent to 20,000 Burj Khalifas. This has led to significant environmental issues, including marine pollution.

Al-Futtaim IKEA recognized the urgent need for sustainable solutions and decided to launch the BLÅVINGAD collection, which offers an eco-friendly and sustainable alternative to traditional soft toys.

The campaign aims to raise awareness about the importance of responsible sourcing of materials and inspire consumers to live a more sustainable life with a fun approach never seen before.

The soft toys themselves narrate stories of their parents' love story, highlighting the surprising origins of recycled plastics from the oceans. The campaign aims to inspire consumers to live a more sustainable life, while also encouraging responsible sourcing and reducing plastic waste.


The insight driving the PR strategy is the urgent need for sustainable solutions in the UAE, given the alarming production of 11 billion tonnes of plastic annually. The campaign taps into the collective consciousness that demands a shift towards a plastic-free society.

Al-Futtaim IKEA's commitment to sustainability through the BLÅVINGAD collection.

The target audience is a broad spectrum, with a focus on the younger generation. The campaign aims to inspire and educate this audience about the importance of reducing plastic waste in a lighthearted manner.

Media relations were leveraged for extensive coverage within a two week time span. This strategy engaged diverse audiences, as all media outlets shared the work on all social platforms too, ensuring continuous engagement beyond the campaign launch. The execution successfully translated the campaign's message to create awareness and positive change in the sustainability landscape. With almost no budget we got earned media of 9.3M AED, a 17% sales boost across the GCC, reaching 47 countries, and a 100% positive response.

The results speak volumes, with earned media of 9.3M AED, a 17% sales boost across the GCC, reaching 47 countries, and a 100% positive response through The Drum, CBC News, Design Taxi, Gulf News, AdForum, The Inspiration, Seedily, Famous Campaigns, M, Campaign, to list a few.