Art Director
Art Director
All of us have a different story of origin, of course - but some are more astounding than others.
To introduce its sustainable BLÅVINGAD collection, soft toys made from ocean plastic, Al-Futtaim IKEA picks up the idea of family lineage in a surprisingly fun way.
The campaign brings the topic of sustainability to life through family stories narrated by the soft toy characters themselves. Each toy tells us the legacy of their parents’ love story as if answering the question: "Where do we come from?" With the surprising twist: their rather astounding origins as recycled plastics form the oceans. The campaign consists of radio spots, social films, print and OOH.