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.
CREDITS
CLIENT: IKEA Al-Futtaim
GM Marketing, Communication & Interior Design: Carla Klumpenaar.
Regional Marketing Manager: Dina Al Sahhar.
Regional Marketing Specialist: Mohamed Maihoub.
Regional Marketing Specialist: Houda Sfar.
Regional Digital Leader: Jay Quadras.
Regional Digital Analyst: Sandra Khouly.
AGENCY: INGO Hamburg
Global CCO: Liz Taylor.
Creative Chairman: Dr. Stephan Vogel.
Global CCO: Daniel Fisher.
Executive Creative Director: Nicolás López Bravo, Fernando Montero.
Art Director: Andrea Lopez-Boado.
Copywriter: Anna Breinfalk.
Account Director: Amelie Schwall.
Photographer: Ale Burset.
Executive Production: Lorenzo Uras / L’ Group productions.
Production: Isabel Fuertes / timing gráfica for L’ Group production.
Post-production: Eduardo Navarro/
Music Company: HOOKED Music GmbH
Sound Design / Post-Production: HOOKED Music GmbH/
Music & Sound Composer: Camilo Remolina, Jan Finck Barboza.
