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

Created by INGO The Agency, Hamburg (a creative boutique within the Ogilvy global network), the campaign includes a series of three visual motifs shot by photographer Ale Burset, alongside this touching “Supporting First Steps” film. Recognizing 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.

“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,” said 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.