With its new campaign “Supporting First Steps,” IKEA captures a tender slice of life: the moment a child takes their very first steps. Rather than showcasing sleek interiors or product features, the brand highlights the quiet, supportive role its furniture plays in the earliest milestones of childhood — and the deep emotions they carry for families everywhere.
Created by INGO Hamburg for IKEA Al-Futtaim, the campaign offers a gentle, sincere look at the connections we form not just with people, but with the everyday objects that witness our most important memories.
A table, a stool, a bench — these aren’t just pieces of furniture. In this campaign, they become steady partners for tiny hands and wobbly legs, helping children rise, move, and explore. IKEA shines a spotlight on familiar items like the BEKVÄM step stool, the LACK table, and the colorful MAMMUT stools, giving them new meaning as silent companions in a child's first journey into independence.
The idea draws inspiration from a widespread social trend: “baby cruising” — videos that capture babies using furniture for balance as they learn to walk. IKEA transforms this digital phenomenon into a warm narrative, with heartfelt visuals by photographer Ale Burset and a short film that blends professional footage with authentic user-generated content.
The result is a campaign that speaks directly to modern families. It follows the emotional thread of previous IKEA successes like “Proudly Second Best” and “Guilty Pets,” continuing the brand’s focus on honest, lived-in stories rather than picture-perfect ideals.
“Supporting First Steps” is built on a universal truth: parents never forget the moment their child learns to walk. And often, that memory is tied to a simple household object. As Carla Klumpenaar, Marketing Director at IKEA Al-Futtaim, puts it, “We wanted to show that IKEA is there in the little moments that truly matter.” That idea is echoed by Daniel Fisher, Chief Creative Officer at INGO, who shared a personal anecdote — his own daughters used a LACK table to steady their very first steps.
The blend of polished cinematography with real-life footage adds another layer of authenticity to the message. The campaign is being rolled out across the Middle East via OOH placements, print, social media, and digital content, making it both intimate and far-reaching.
In a world overflowing with high-concept ads and overproduced visuals, IKEA continues to carve a unique space: championing the beauty of real life, real homes, and real emotions. With just a child, a simple piece of furniture, and a single step, the brand delivers a powerful reminder — that meaningful design supports not just our homes, but our lives.
And sometimes, the most unforgettable journeys begin with a helping hand… from a table.
