Al-Futtaim IKEA designs furniture for people, though it often ends up being claimed by their beloved pets. So the brand decided to create a new pet collection, turning the tables with a playful twist: now, it’s time for humans to enjoy their pets' favorite items. In collaboration with Memac Ogilvy, Al-Futtaim IKEA introduces the new UTSÅDD pet collection through a clever campaign that highlights the universal truth of pets taking over our furniture. Now, it’s our turn to give them a taste of their own medicine.