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 campaign's creative idea revolves around family lineage, with the soft toys telling the story of their parents' love as if answering the question "Where do we come from?" The twist is that their parents are actually plastic products, emphasizing the recycled plastic that was used to create the soft toys. Instead of using fear or disturbing images, the campaign takes a fun and engaging approach to discussing sustainability.

Al-Futtaim IKEA's BLÅVINGAD collection is part of the UAE's active efforts towards becoming a plastic-free society, recognizing the significant contribution of single-use plastic to marine pollution and landfills. By using recycled ocean plastics, the campaign promotes the concept of circular economy, contributing to a more sustainable future. Al-Futtaim IKEA aims to only use responsibly sourced renewable or recycled materials by 2030, and the BLÅVINGAD collection serves as a testament to this commitment to sustainability. The campaign's fun approach aims to inspire and educate people, particularly the younger generation, on the importance of reducing plastic waste in a fun way while also showcasing an innovative solution to this problem.

The campaign consists of prints, ooh, social videos, and radio spots. 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.

9,3M AED earned media 

+17% sales across GCC

47 countries reached

100% positive response

100,00 AED media investment