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IKEA
Build more than
just furniture.
The Context
According to a recent study, parents in the UAE spend only 30 minutes daily with their children. Fathers, often willingly carrying many burdens, are continuously seeking the perfect time to bond with their kids.
The Thought
By replacing traditional price tags with “assembly hours” on select products, our aim was to highlight the simple yet profound act of building furniture together—a perfect recipe for bonding time with dad.
The Outcome
For father's day, we created a gift that had the power to make every dad feel like a hero and a father all at once. Because sometimes, the best gift you can give your dad is the time spent building something more with you.
