We’re more than just another consultancy. We are founding partners of byTheNetwork, an award-winning, global network of 34 independent agencies; covering 34+ key markets worldwide.
We have zero problems celebrating insights from brilliant people. For this insight and campaign, Al-Futtaim Ikea partnered with David Madrid and INGO Hamburg. In a series of three ads showing everyday scenes of parents with their young children, the campaign masterfully celebrates the background role furniture plays to parents.
Each spot starts with a shot of a top-selling Ikea product designed for children – the Antilop Highchair, Bolmen step stool and Smågörå cot – sitting unused. The focus then shifts towards a parent enjoying a moment with their child, revealing why the furnishing was left empty: for a child, no piece of furniture could ever compete with a parent’s lap or chest. The films end with the tagline ‘Proudly Second Best’, highlighting Ikea’s ambition to modestly accompany parents in their lives.
Messy, real, and human. Something every parent immediately recognises and told in way that puts Ikea at the heart of it.
→ Danish is one of the most awarded strategists in the world, having worked on some of the most iconic brands in the last decade including Virgin Atlantic, Coca Cola, and Volvo. Danish spent his career helping to make modern, connected strategy integral to world-class effective work. A co-founder of Untangld, and a founding partner of By The Network, Danish is also a regular judge at the Effies and WARC Global Effectiveness Awards and a contributor to popular industry rags.