The BLÅVINGAD campaign by Al-Futtaim IKEA proved to be highly effective print as it went viral through multiple platforms. In the UAE, where plastic pollution is a pressing concern, the campaign creatively addresses the issue by narrating the love stories of soft toys, highlighting their recycled plastic origins. The approach is engaging, steering clear of fear-inducing tactics. The results speak volumes, with earned media of 9.3M AED, a 17% sales boost across the GCC, reaching 47 countries, and a 100% positive response steered by the outdoor campaign.

As the UAE is actively working towards becoming a more sustainable country, there is a growing awareness among the people of the country about the impact of single-use plastics on the environment. Therefore, the message of the BLÅVINGAD collection campaign promoting the use of recycled ocean plastics to create soft toys aligned with the cultural context of sustainability and eco-friendliness in the country worked perfectly. Also, the campaign's fun approach to educate the young generation through love stories resonated well with the UAE's multicultural and family-oriented society.

In the UAE, 11 billion tonnes of plastic are produced every year, equivalent to 20,000 Burj Khalifas. This has led to significant environmental issues, including marine pollution.

Al-Futtaim IKEA recognized the urgent need for sustainable solutions and decided to launch the BLÅVINGAD collection, which offers an eco-friendly and sustainable alternative to traditional soft toys.

The campaign aims to raise awareness about the importance of responsible sourcing of materials and inspire consumers to live a more sustainable life with a fun approach never seen before.

The BLÅVINGAD campaign made a significant impact, generating 9.3M AED in earned media, achieving a remarkable 17% increase in sales across the GCC region. The campaign's reach extended to 47 countries, garnering a 100% positive response. These results underscore the effectiveness of the campaign in raising awareness, driving sales, and fostering a universally favorable reception, reinforcing its success in promoting sustainability through an innovative, engaging and sweet approach.

"Mom was a tube of toothpaste and dad a bottle of orange juice.

I’m sour, I’m sweet, I’m an Aquarius.”

Made from ocean plastic

Orca soft toy from the BLÅVINGAD Collection