The One Show
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Category
Billboards & Transit / Series
Annual ID
OS25_OH059M
Background
Pet ownership in the key IKEA Al-Futtaim markets in the Middle East is on the rise: with approximately 1.5 million pet owners, or as they prefer to be called, pet parents (source: Pet World Arabia exhibition in Dubai).
IKEA's goal was to connect with this emerging and growing audience by a one of the brand’s core values that resonates more in the region: Affordability.
The objectives outlined in the brief included to engage with this expanding audience, enhancing the perception of affordability within the region, driving sales growth specifically within the range of items priced between 0-100 AED (approximately 0-25$), and accentuating the prominence of affordable products in IKEA's offerings.
IKEA's goal was to connect with this emerging and growing audience by a one of the brand’s core values that resonates more in the region: Affordability.
The objectives outlined in the brief included to engage with this expanding audience, enhancing the perception of affordability within the region, driving sales growth specifically within the range of items priced between 0-100 AED (approximately 0-25$), and accentuating the prominence of affordable products in IKEA's offerings.
Creative Idea
Recent studies reveal that 67% of people aged 18-32 choose pets over parenthood. Naturally, as these furry friends become integral parts of households, the frequency of little domestic accidents also increases.
The idea was to highlight affordability by featuring iconic IKEA products accidentally broken by cats and dogs. Showcasing the heartfelt moments and challenges that pet parents often experience at home in their everyday lives, while also comforting them: with IKEA, their furry friends’ mischiefs are problems they can afford.
The idea was to highlight affordability by featuring iconic IKEA products accidentally broken by cats and dogs. Showcasing the heartfelt moments and challenges that pet parents often experience at home in their everyday lives, while also comforting them: with IKEA, their furry friends’ mischiefs are problems they can afford.
Insights & Strategy
At the recent Pet World Arabia exhibition in Dubai, it was revealed that the UAE boasts around 1.5 million pet owners. This statistic holds significance for both budget-conscious pet owners and avid consumers of humorous animal content online.
The online realm, particularly platforms like Instagram, witnesses’ vast engagement with hashtags such as #cat and #dog, tallying up to 205 million and 320 million uses respectively. YouTube remains a hotspot for evergreen compilations of funny dog and cat videos, while Facebook serves as a hub for pet owners sharing updates about their furry family members.
Viral videos depicting pets wreaking havoc on household items often capture the attention of social media users. Aligning with this trend, the campaign strategically adopts a similar approach to seamlessly integrate with the viral nature of social media content.
The online realm, particularly platforms like Instagram, witnesses’ vast engagement with hashtags such as #cat and #dog, tallying up to 205 million and 320 million uses respectively. YouTube remains a hotspot for evergreen compilations of funny dog and cat videos, while Facebook serves as a hub for pet owners sharing updates about their furry family members.
Viral videos depicting pets wreaking havoc on household items often capture the attention of social media users. Aligning with this trend, the campaign strategically adopts a similar approach to seamlessly integrate with the viral nature of social media content.
Execution
The campaign was executed strategically, integrating digital and traditional media with a focus on social platforms like Instagram, Facebook, and YouTube.
Collaborating with @KrisFade, an influencer with 1M followers known for pet parenting, bolstered engagement. Timed before International Pet Day for increased PR momentum, the launch exclusively at IKEA UAE ensured optimal visibility.
The campaign’s execution leveraged a playful tone, aligning with the humor and relatability of viral pet mishaps. This ensured emotional resonance while emphasizing affordability.
Collaborating with @KrisFade, an influencer with 1M followers known for pet parenting, bolstered engagement. Timed before International Pet Day for increased PR momentum, the launch exclusively at IKEA UAE ensured optimal visibility.
The campaign’s execution leveraged a playful tone, aligning with the humor and relatability of viral pet mishaps. This ensured emotional resonance while emphasizing affordability.
Results
The campaign struck a chord with both pet parents and a wider audience, significantly increasing engagement and strengthening IKEA’s reputation as an affordable and relatable brand.
Sales of products in the 1-80 AED price range rose by 11.5%, and social media sentiment was exceptionally positive, with 98% of responses favorable. IKEA’s affordability perception in the region increased by 6%. The campaign went viral, with engagement soaring by 5222% compared to the previous campaign. It sparked widespread social media buzz, with users sharing their own pet-related mishaps, amplifying the message organically. The campaign generated an estimated 4.1 billion impressions and earned $18 million in media value. Shared across 73 countries, it highlighted IKEA Al-Futtaim’s key markets, including the UAE, Oman, Egypt, and Qatar.
Furthermore, it prompted a shift in local behavior, with more people considering pet ownership.
Sales of products in the 1-80 AED price range rose by 11.5%, and social media sentiment was exceptionally positive, with 98% of responses favorable. IKEA’s affordability perception in the region increased by 6%. The campaign went viral, with engagement soaring by 5222% compared to the previous campaign. It sparked widespread social media buzz, with users sharing their own pet-related mishaps, amplifying the message organically. The campaign generated an estimated 4.1 billion impressions and earned $18 million in media value. Shared across 73 countries, it highlighted IKEA Al-Futtaim’s key markets, including the UAE, Oman, Egypt, and Qatar.
Furthermore, it prompted a shift in local behavior, with more people considering pet ownership.
2025 Awards
Total Points: 3
Merit
Credits
Agency
INGO / Hamburg
Client / Brand
IKEA Al-Futtaim / Dubai
Production Company
The Producer / Madrid
Music / Sound Production Company
HOOKED Music / Hamburg
Chief Creative Officer
Tobias Ahrens
Creative Director
Fernando Montero
Nicolás López Bravo
Tomás O'Gorman
Editor
Dominik Bull
Photographer
Alberto Escudero
Producer
Irene Paz
Chief Creative Officer Ogilvy EMEA
Dr. Stephan Vogel
Global CCO
Liz Taylor
Music & Sound Composer
Camilo Remolina
Jan Finck Barboza
Photography Assistant
Katina Niklas
Oscar Calleja
Production Assistant
Oriana Nigro Acevedo
Senior Compositing Artist
Zarko Kitanovic
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