The campaign at IKEA surprised shoppers by integrating MSF's mission into the store's design. It emphasized the lack of medical resources in vulnerable areas and the impact of donations in supporting MSF's work.

MSF, operating globally, provided 1,264,500 emergency room admissions to over a million patients last year. However, its visibility in the GCC region is limited, hindering potential donations and expansion.

The "Giving Room" aimed to raise awareness about MSF's struggle to provide medical resources in vulnerable zones. It creatively highlighted this issue in an unexpected place.

To combat indifference in today's information-saturated world, the campaign used a dramatic representation of global humanitarian challenges to capture people's attention. It recreated an MSF field hospital room within IKEA, complete with installation, manuals, stickers, and tags for specific medical equipment contributions via QR code payments.

The campaign's impact was remarkable, with increased ad awareness for IKEA in the UAE, reaching over 12 million people, and generating over AED 3.5 million in earned media. It also elicited generous donations exceeding AED 500,000, including in-kind contributions.