Description
DIY by IKEA, developed by VML UK, showcases IKEA's affordable product range as ingenious solutions for covering everyday household mishaps and wear and tear. The campaign platform uses a series of striking before-and-after visuals, demonstrating how IKEA's Scandinavian design can transform common household eyesores into stylish features.
The campaign, set to roll out across the UAE, Qatar, Egypt, and Oman in April 2025, presents a fresh perspective on home improvement during a time of rising repair costs.
The campaign employs a minimalist aesthetic across multiple channels, including film, out-of-home, and print advertisements. In a strategic move, IKEA is also targeting homeowners at key decision-making moments, with pre-roll ads appearing before DIY YouTube videos.
DIY by IKEA represents a paradigm shift in home improvement, offering consumers an alternative to expensive repairs through clever design solutions; ‘the affordable fix’. The campaign reinforces IKEA's commitment to making beautiful, functional designs accessible to everyone while addressing real consumer pain points in today's economic climate.
This professional campaign titled 'DIY by IKEA' was published in Egypt, Qatar, and United Arab Emirates in April, 2025. It was created for the brands: Al-Futtaim IKEA and IKEA, by ad agency: VML UK. This Digital, Film, and OOH Outdoor media campaign is related to the House, Garden industry and contains 9 media assets. It was submitted 24 days ago by Associate Director, Communications: Billi Hatfield of VML.
Credits
Client: IKEA
GM of Marketing, Comms, HF and Retail Design: Carla Klumpenaar
Regional Marketing Manager: Dina Sahhar
Regional Marketing Specialist: Mohamed Maihoub
Regional Digital Marketing Leader: Jay Quadras
Agency: VML UK
Chief Creative Director: Ryan McManus
Executive Creative Director: Juliana Paracencio
Copywriter: Zebedee Devey Waterhouse
Art Director: Jasper McIver
Senior Designer: Monica Yuri
Arabic Writer: Karim Sherif
Assistant Editor: Daryl Yeoman
Producer: Ed Webster
Project Manager: Jon Dewart
Retouching: Bruno Rodrigo de Miranda
Production house: Curious Productions
Director: Dan Humphries
Photographer: Dan Humphries
Editor: Mike Peters
Retouching: Clive Biley
Colourist: Rob Lanario
Styling: Kat Perry
HMUA: Charlotte Gaskell
Sound Design: Gramercy Park Studios
Sound Designer: John Morgan
Production Design: The Set Guys
Additional Post: Absolute
