Working together to inspire people and contribute towards a positive impact

Emirates Nature - WWF

Lead The Change: Emirates Nature-WWF IKEA Activation

Our Middle East team partnered with environmental charity Emirates Nature-WWF and Al-Futtaim IKEA to bring a unique and immersive activation titled "A Day in the Life of Climate Change" to Festival Plaza, Jebel Ali. The activation, ran from November 18th to December 30th 2023, aligning with the COP28 conference in Dubai and aimed to raise awareness and funding to tackle climate change and water scarcity in the region.

November 2023


people per day at weekends (approximately)


direct engagement and interaction

‘A Day in the Life of Climate Change’

Imagination and its partners have collaborated to support the vision of Emirates Nature and IKEA by creating an interactive experience, ‘A Day in the Life of Climate Change’ which reveals how our daily choices affect the environment. The activation sheds light on two critical global challenges, rising temperatures and water scarcity and inspires visitors to contribute towards a positive impact.

The activation took place in line with the COP28 conference in Dubai from 18 November to 30 December and engaged families, children and customers of IKEA, inviting them to immerse in a journey of various experience touchpoints.

Within the activation, visitors were able to interact with daily household objects, learning about their consumption and impact on climate change as a step towards making more responsible choices.

Visitors were also educated on mangroves, rising sea levels and the importance of protecting the UAE coastline before ending their journey at the scan of a QR code which allows them to #LeadtheChange and protect nature by donating.

With the expert help of our trusted partners PRG and Maestra, Imagination delivered a unique fundraising opportunity through the power of experiences. As part of our commitment to design for good, this activation is a step towards inspiring a safer and more sustainable future.

“Community is a powerful force in driving positive impact and lasting change. We were delighted to engage with members of the community through "A Day in the Life of Climate Change," a unique activation that inspires people to protect nature through daily choices, by donating towards a sustainable future or driving change on-the-ground as Leaders of Change. We look forward to coming together with Al-Futtaim IKEA and Imagination again in the future, to build upon the incredible momentum established during the Year of Sustainability and COP28.”

Hossam Nasef

Head of Strategic Partnerships at Emirates Nature-WWF

Value for the audience

We raised awareness on the impact of climate change on the environment and visitors were highly engaged with the experience, wanting to learn and feeling responsible enough to take action.

Value for the brand

Visitors were interested in knowing more about Emirates Nature-WWF and its initiatives, signing up for its Leaders of Change program. For IKEA, the activation reflected a commitment to protecting the environment, communities and future generations.

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