THE GIVING
ROOM

MSF provided 1,264,500 emergency room admissions to over a million patients worldwide last year, yet it lacks visibility in the GCC. To raise awareness and encourage donations, an innovative initiative called the Giving Room was launched in IKEA. The objective was to spotlight MSF's efforts in tackling medical resource shortages in vulnerable areas.

We recreated an MSF field hospital room inside IKEA to surprise and engage visitors, presenting them with the harsh realities of medical aid challenges globally. Through installations, manuals, and QR codes for easy donations, we aimed to spark empathy and action in an unexpected setting.

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This campaign resonated powerfully, clinching 3 Silver Lynx awards, 3 Bronze Lynx awards, and landing on all 7 shortlists at the One Show, with 1 wood pencil in D&AD.

It is literally The Giving Room that keeps on giving.