To ring in the spooky season this Halloween, Al-Futtaim IKEA and Memac Ogilvy released a campaign that staged IKEA products to look like they were being used by ‘monsters’.
‘For Monsters Too’ aims to festively suggest that ‘monsters’ might be real, and if they are, they might choose IKEA products as staples in their households.
“This year, we’re showcasing IKEA products in quirky, spooky settings where monsters bring different use cases to life. It’s a unique and playful approach that’s perfect for the occasion,” said Moemen Metwally. Creative Director at Memac Ogilvy.
The photos reveal IKEA products repurposed in the imagined homes of a ‘mummy’, ‘werewolf’. and ‘vampire’.
Al-Futtaim IKEA playfully carries the narrative of Halloween’s spooky season by depicting its KNÖSEN toilet paper as a ‘delicate’ option for mummy-wrappings, its RAKKESTAD wardrobe as a luxury choice for a ‘vampire’ coffin and its RINNIG dish-washing brush as a durable toothbrush for a ‘werewolf’.
The photos carry the metaphor across with the placement of character-trope objects in the set’s design.
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In the ‘mummy’ social post on Instagram, Ancient Egyptian symbols are scribbled on a well-placed notebook in frame. Viewers can spot ‘vampire’ teeth soaking in a jar of water beside the horizontal wardrobe and the ‘werewolf’s’ repurposed dish-washing brush is accompanied by toothpaste tubes that look like they’ve had the life squeezed out of them in one go.
The campaign was well-received by commenters on IKEAUAE’s Instagram, with one user saying “Love this!” and another handing out the highest accolade, “[The] marketing team needs a raise.”
‘For Monsters Too’ aims to bring comfort and durability to creatures of horror, festively suggesting that with this Halloween campaign, Al-Futtaim IKEA has products to provide comfort to those that are otherwise frightful.
Credits
Memac Ogilvy Dubai
Hadi Ballout – Managing Director, Advertising – UAE
Moemen Metwally – Creative Director
Alicia McBride – Senior Art Director
Carl Khoury – Senior Copywriter
Hussein Krayem – Head of Content and Production
Ahmed Elbeshbishy – Content Creator
Karl Hitti – Head of Social
Ahmed Nour – Social Director
Kevin Kurian – Business Director
Alaa Nour – Account Director
Yara Maalouf – Senior Social Account Manager
Layan Abdo – Senior Social Account Executive
Georges Enkiri – Senior Account Manager
Nicole Correia – Senior Account Executive
Al-Futtaim IKEA
Carla Klumpenaar: GM Marketing, Communication & Interior Design, IKEA United Arab Emirates, Qatar, Egypt and Oman
Dina Al Sahhar: Regional Marketing Manager, IKEA United Arab Emirates, Qatar, Egypt and Oman
Jay Quadras: Regional Digital Marketing Leader, IKEA United Arab Emirates, Qatar, Egypt and Oman
Mohamed Maihoub: Regional Marketing Specialist , IKEA United Arab Emirates, Qatar, Egypt, and Oman
Houda Sfar: Regional Marketing Specialist, IKEA United Arab Emirates, Qatar, Egypt, and Oman
