2022 Winners & Shortlists

IKEA CHANGING MOMENTS

BrandAL FUTTAIM IKEA
Product/ServiceIKEA
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryTravel, Leisure, Retail, Restaurants & Fast Food Chains
Idea Creation MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
PR IMPACT PORTER NOVELLI Dubai, UNITED ARAB EMIRATES
Production BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES
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

The day when everything changed. We all have experienced it at least once in our life. We showed how people were overcoming even the saddest or most unexpected changes, using the universal language of music and singing about them. The video shows the lives of real people with real challenges. It throws light on the days when the course of their life changed in a wide range of scenarios including; the day they got married, the day they found out they were pregnant, the day they lost their job or got a new one, the day their parents decided to live with them, the day their children decided to move back in and the day they left their empty nesters. With everything changing, the video conveys how one must change their home to match the direction their life takes.

Cultural / Context information for the jury

An Emirati home normally includes many generations: children, parents, grandparents, and even great grandparents. While family time brings a lot of joy to many people, we all need a space where we can destress and enjoy our own sanctuary. Now, more than ever, the definition of homes have changed; Home is where the kitchen is, the family room is, the me-corner is, the outdoor garden is, and the office is. For these reason we had to diversify our target audience: families of every size, from Emirati to expats, use and consume different media, go to malls, listen to the music, etc. We decided to use a musical approach to reach a wider and diversified audience, because, we know, music is universal.

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
Dina Sami Memac Ogilvy Dubai Social Creative Director
Aliya Khatri Memac Ogilvy Dubai Copywriter
Wael Al Yousuf Memac Ogilvy Dubai Head of Planning
Hadi Ballout Memac Ogilvy Dubai Managing partner
Alaa Nour Memac Ogilvy Dubai Senior Account Manager
Haya Dajani Memac Ogilvy Dubai Senior Account Executive
Nour Safieh Memac Ogilvy Dubai Social Media Manager
Yazan Al Khayali Memac Ogilvy Dubai Social Media Executive
Carrol D'souza Memac Ogilvy Dubai Campaign Manager
Stephanie Mukherjee Memac Ogilvy Dubai Associate Account Director Paid Media
Rajaa Chami Memac Ogilvy Dubai Senior Producer
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
Paulina Błaszczuk Al Futtaim IKEA Regional Visual Merchandiser Leader
Chady El Khal Big Kahuna Films Executive Producer
Hana El Sadek Big Kahuna Films Director’s Producer
Victor Credi Big Kahuna Films DOP
Valerie Yacoub Big Kahuna Films Wardrobe Stylist
Razan Hamdan Big Kahuna Films Post Producer
Neda Zag Big Kahuna Films Editor
Shank - Big Kahuna Films Director
Belal Hibri Lucid Colorist
Lucid TBC Big Kahuna Films Colorist
- - Hedgehog Beirut Post Production
Danny Bou Maroun Big Kahuna Films Music Composer
Links
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