2022 Winners & Shortlists

MAMA BEAR

Short List
BrandAL FUTTAIM IKEA
Product/ServiceIKEA
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryCorporate Purpose & Social Responsibility
Idea Creation MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Production TRUFFLE FILM Beirut, LEBANON
Additional Company SOCIAL LAB DUBAI, UNITED ARAB EMIRATES
Additional Company 2 PHD MEDIA MENA Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

An eco-conscious polar bear is taking a wasteful family to task. She’s surprisingly passive aggressive as she nudges the family to eat less meat, switch to energy saving lightbulbs and swap car journeys for bike rides. The polar bear represents an environmentally-aware mother who is taking the lead on adopting a more sustainable lifestyle.

Cultural / Context information for the jury

The UAE region is one of the least conscious when it comes to sustainability. At the same time IKEA is a brand with a strong commitment to saving the environment. So that's why the brand wanted to educate people on how to improve their behaviour at home to save energy, not waste food and make conscious choices every day. This was an important task for IKEA in the region.

Please tell us how the brand purpose inspired the work

IKEA's brand purpose in making life at home better, meant that we as a brand cannot ignore sustainability. The brand commitment about more sustainable products and behaviour was clearly the main inspiration for this work.

Credits

Name Company Role
Juggi Ramakrishnan Memac Ogilvy Dubai Chief Creative Officer
Gautam Wadher Memac Ogilvy Dubai Group Creative Director
Alok Mohan Memac Ogilvy Dubai Creative Director
Rajaa Chami Memac Ogilvy Dubai Senior Producer
Hadi Ballout Memac Ogilvy Dubai Managing Partner
Alaa Nour Memac Ogilvy Dubai Senior Account Manager
Haya Dajani Memac Ogilvy Dubai Senior Account Executive
Carla Klumpenaar Al Futtaim IKEA GM Marketing, Communication, HF and Retail Design (UAE, Qatar, Egypt, and Oman)
Binita Chowdhury Al Futtaim IKEA Regional Campaign Leader
Dina Al Sahhar Al Futtaim IKEA Regional Digital Marketing Leader
Luiza Jodziewicz Al Futtaim IKEA Regional Interior Design leader
Cynthia Chammas Truffle Executive Producer
Michel Abou Zeid Truffle Executive Producer
Amr El Hadad Truffle Director
Kamal Samy Truffle DOP / Cinematography
Assem Ali Truffle Production Design
Ehab El Koury Truffle Producer
Peter Elliott Truffle Bear Performer
Youssef Taha Truffle Assistant Director
Yasmine Tazy Truffle Wardrobe Stylist
Sebastien Leclercq Truffle Editor
Belal Hibri Truffle Colorist
Martin Dirkov Truffle Sound Design
Mary Abi Akl Truffle Post Production Producer