Al-Futtaim IKEA's new campaign shines a light on the importance of early childhood development—and the role that the home plays in nurturing it. The campaign focuses on 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. 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.