Refresh your Ramadan

The previous Ramadan campaign was very poorly received by IKEA markets around the world. The assets were off-brief and there was a lack of market understanding from the global communications team in Sweden. As I grew up in the Middle East and have worked on several Ramadan campaigns, I was able to give the team the right creative direction to ensure we promote the 2021 collection in a more insightful and culturally relevant manner.

The campaign was a big hit with all the markets and they actually used the assets produced by IKEA Communications versus redoing them as did in previous years.