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2023 One Show - Health & Wellness

The Giving Room

Agency DDB Dubai / Dubai + Al Futtaim IKEA / Dubai + MSF UAE / Dubai + PHD Media / Dubai

Client MSF , UAE


Brand Partnerships

Annual ID


About the Work

The campaign added a huge element of surprise to regular shoppers at IKEA. We mimicked the IKEA brand design language to create a disruptive customer journey. Through this journey, they were made aware of the lack of medical resources in vulnerable zones, and how donations can greatly help MSF in reducing this deficit. MSF saves lives in the most vulnerable places worldwide. Last year, the organisation provided 1,264,500 emergency room admissions, serving the needs of more than one million patients worldwide. Unfortunately, this giant humanitarian organization has little visibility in the GCC – a region that can be a key contributor in terms of donations, and help expand the reach of MSF. To increase awareness about what MSF does as well as get people to contribute to the cause, a unique activation was carried out in IKEA. The objective behind the Giving Room initiative was to highlight how MSF is battling the lack of medical resources in vulnerable zones. The idea was to highlight the lack of medical resources in vulnerable zones in a place where people least expected to see it. In an age of instant information and endless scrolling, people are often left unmoved. Which is why we adopted a strategy not only to surprise but also engage. By a dramatic representation of a worldwide humanitarian issue, we made sure of the fact that people took notice. We recreated a replica of a MSF field hospital room inside IKEA. Where people learnt heartbreaking truths about the obstacles to providing medical aid all around the world. An innovative as well as interactive customer journey in a typical IKEA brand design language. This involved installations, manuals, stickers and tags that highlighted precise amounts that shoppers could pay towards specific medical equipment. Payments could be made by simply scanning a QR code.

2023 Awards

Total Points: 3




DDB Dubai / Dubai

Client / Brand

Al Futtaim IKEA / Dubai
MSF UAE / Dubai

Production Company

The Farm / Dubai

Media Distribution Company

PHD Media / Dubai


Aneesh Kumaran

Director of Photography

Dalia Fadel

Executive Creative Director

Firas Medrows


Glauber Dorotheu

Photo Editor

Sanu Raju


Firas Medrows

Account Executive

Nourhan Moustafa

Associate Creative Director

Ahmed Ahmed
Glauber Dorotheu
Maya Sfeir

Business Director

Amr Hilmy

Communications Manager

Rasha Ahmed

Digital artist

Dolly John
Rahul Radhakrishnan

Executive Business Director

Roxane Magbanua

Executive Investments

Dana Saad

Executive Planning

Maya Idriss


Sajeesh Narayan

General Manager Marketing Communication, HF & Interior Design

Carla Klumpenaar

Global Marketing & Communications Coordinator, DDB Worldwide:

Aly Curran

Group Account Director

Sara Ezzeddine

Head Of Production

Ashish Varghese

Interior Design Group Leader

Lobna Eissa

Partnership Development Manager

Aida Saifi

Partnership Development Officer

Yumna Nasrallah

Partnerships Development Manager

Angelly Cabrera

Print Production Manager

Wissam Moubarak

Regional Communication Manager

Salama Ahmed

Regional Creative Director

Firas Medrows

Regional Sustainability Manager

Pooja Dhingra

Senior Executive Planning

Atieh Malkawi

Senior Manager Investments

Ihab Halawy

Sr. Director of Marketing & Communications, DDB Worldwide

Regina Chung Loy

Studio Manager

Carine Habib

Translation Officer

Basheer AlHajji

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