Nupur Dayal IKEA’s latest Middle East campaign celebrates the delightful disorder children bring to homes, highlighting the brand’s commitment to fostering creativity and play.
In a bold departure from traditional advertising, IKEA has unveiled a new campaign in the Middle East that embraces the delightful chaos children introduce into households. Titled “Your Home Will Never Be the Same,” the initiative, developed in collaboration with creative agency This is Libre, portrays the vibrant disruptions that come with raising children.
The campaign features a television spot showcasing young children engaging in various playful antics—drawing on walls, scattering toys across floors, and exploring off-limits areas. Rather than depicting these behaviors as nuisances, IKEA positions them as integral to a lively and creative home environment.
Gabriela Diaz-Guardamino, Chief Marketing Officer for IKEA in Kuwait, Morocco, and Jordan, spearheaded this initiative. Having previously collaborated with This is Libre during her tenure as CMO at IKEA Spain—where their joint efforts garnered accolades, including a Grand Prize for Effectiveness—Diaz-Guardamino brings a wealth of experience to her current role. Since transitioning to the Middle East four months ago, she has been keen on resonating with the regional audience’s familial dynamics.
This campaign aligns with IKEA’s broader philosophy of encouraging play and creativity within the home. By acknowledging the beautiful messiness of life with children, IKEA aims to strengthen its connection with families, positioning itself as a brand that not only understands but also celebrates the realities of parenting.
