Supporting First Steps

Staying true to its mission of “Creating a Better Everyday Life for the Many People,” Al-Futtaim IKEA is shining a light on the importance of early childhood development—and the role that the home plays in nurturing it.

Following the success of its previous campaigns Proudly Second Best and Guilty Pets, Al-Futtaim IKEA now unveils Supporting First Steps—a heartfelt tribute to real family moments. This time, the focus is on adorable babies taking their very first steps with the help of IKEA furniture – an online TikTok trend called ‘baby cruising. ’ The message is simple: IKEA is there, quietly supporting families as they build strong foundations—for their children and their futures.

The campaign includes a series of three visual motifs photographed by renowned photographer Ale Burset, alongside a touching film. Recognising that more than three-quarters of parents share milestone moments of their children online, the brand chose to create the campaign film adding user-generated content. Each clip captures the joy of first steps—moments made even more special with the presence of IKEA products in the frame.

Featured in the campaign are everyday pieces like the BEKVÄM step stool, LACK side table, KALLAX shelving unit, and the MAMMUT children's stool—items commonly found in homes and often used by little ones as their first source of support.
“With Supporting First Steps, we wanted to celebrate the joy of a baby's first steps and show how IKEA is present in the everyday moments that matter most,” says Carla Klumpenaar, GM of Marketing, Communication & Interior Design at IKEA Al-Futtaim.

“This campaign taps into a beautifully universal truth—nearly every parent, everywhere, has witnessed their child pulling themselves up on a piece of furniture to take those first wobbly steps. It’s a moment so small, yet so unforgettable. I still remember both my daughters learning to walk with the help of a LACK table in our living room.” Adds Daniel Fisher, Global Chief Creative Officer, INGO The Agency.

The campaign is the result of a creative collaboration between Al-Futtaim IKEA, INGO Hamburg and Ale Burset, and will roll out across various platforms throughout the Middle East. It will appear in out-of-home displays, digital screens, print publications, and across IKEA’s social media channels.