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Don’t Mess with Mama Bear in this IKEA Earth Day Ad

Creative 539 Add to collection

Memac Ogilvy and production company Truffle bring an eco-conscious animatronic polar bear to life in Middle East campaign, writes Laura Swinton

Don’t Mess with Mama Bear in this IKEA Earth Day Ad
An eco-conscious polar bear is taking a wasteful family to task in a cosy campaign for IKEA in the Middle East. She’s surprisingly passive aggressive as she nudges the family to eat less meat, switch to energy saving lightbulbs and swap car journeys for bike rides. It’s a playfully deadpan affair, with an oh-so-human performance from the giant ursine star, that switches from passive aggressive grumping to affection and back again. 

The campaign was created by Memac Ogilvy and directed by Amr El Hadad, with production from Truffle Film. In the spot, the polar bear represents an environmentally-aware mother who is taking the lead on adopting a more sustainable lifestyle. 

The bear was brought to life using a combination of animatronics, performance and sound design. “The most interesting aspect of the production was, without any doubt, the animatronic polar bear,” says executive producer Cynthia Chammas. “Understanding how the suit works, what actions are easily performed and what other actions are more challenging."  This suit is worn by a performer and comes with two puppeteers who operate the animatronic head and neck.

IKEA - Mama Bear from Truffle.Film on Vimeo.

The team was determined to bring nuance to this gentle giant’s character: firm, gentle, a little bit intimidating but driven by love. “Through body language and facial expressions the animatronic polar bear can convey many emotions: this on one hand and the sound design on the other hand, helped building the mama bear's strong but loving character,” says Cynthia, who has clearly developed an affection for grizzly mama bear herself. “She is an eco-conscious mom whose aim is to show her family how to follow an eco-friendly lifestyle for sustainable living.”

The campaign was developed for IKEA in the Middle East. The franchise for IKEA is held by Al-Futtaim Group across UAE, Qatar, Egypt and Oman.

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GM Marketing, Communication, HF and Retail Design (UAE, Qatar, Egypt, and Oman): Carla Klumpenaar

PR & communication Specialist: Binita Chowdhury

Regional Digital Marketing Leader: Dina Al Sahhar

Regional Interior Design leader at IKEA - Al Futtaim: Luiza Jodziewicz


AGENCY: Memac Ogilvy

Chief Creative Officer, MENA: Juggi Ramaksrishnan

Group Creative Director: Gautam Wadher

Creative Director: Alok Mohan

Senior Producer: Rajaa Chami

Senior Account Director: Alaa Nour


Production House: Truffle

Executive Producers: Cynthia Chammas and Michel Abou Zeid

Director: Amr El Hadad

DOP: Kamal Samy

Art director: Assem Ali

Bear Performer: Peter Elliott

Bear Suit: Animated Extras

Post Production Producer: Mary Bou Akl

Service Production House: Nine Projects / Ehab El Koury

Wardrobe Stylist: Yasmine Tazi

First Assistant Director: Youssef Taha


Post Production: Lucid Post

Editor: Sebastien Leclercq

Colorist: Belal Hibri


Sound Design: Martin Dirkov

LBB Editorial, Tue, 27 Apr 2021 11:37:09 GMT