This Halloween, Homes R Us and Think Human are proving that great design can do more than decorate a home — it can change how people feel in it.
In a world where children fear what they cannot see, the new campaign, ‘No Room for Scary‘, sheds light — literally — on the shadows of bedtime. By illuminating the spaces where monsters once hid, Homes R Us helps kids see there was nothing to fear all along. And in the process sparks creativity, turning fear into a moment of friendship.
At the heart of the campaign is a whimsical yet powerful idea: when the lights come on, so does imagination. Monsters aren’t the enemy anymore — they’re the new friends. The message shines through across social, digital and in-store activations, led by the Monster-Friendly Edition — a limited collection of lamps, nightstands, and bedframes designed to make bedtime brighter, safer and a lot more fun.
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The campaign was launched in October 2025. It is being rolled out across the UAE and GCC markets. The campaign was brought to life by creative communications consultancy Think Human in partnership with production house Xcave Studios.
“At Homes R Us, we’ve always believed that a home is more than furniture — it’s where children dream, imagine, and feel safe. ‘No Room for Scary’ brings that belief to life in the most magical way. By simply turning on the light, we’re showing families that even the things that once felt scary can become something beautiful.” said Rasha El Saadi, Head of Creative at Lals Group.
“No Room for Scary captures what we believe in — creativity that connects emotionally, culturally, and commercially,” said Ahmed Sherbini, CEO of Think Human. “It’s a campaign that transforms a simple shopping moment into a shared human truth. That’s where we’re heading as an agency — more purpose, more playfulness, more soul.”
For Think Human, this campaign isn’t only about Halloween. It’s also about marking a new phase in the agency’s evolution — one where strategy and storytelling aim to meet empathy and entertainment. With its recent rebrand and expanding regional footprint, Think Human continues to position itself as the Middle East’s next-generation communications consultancy — combining data, design and humanity to move people and brands alike.
“No Room for Scary shows that creativity doesn’t always need to be loud — sometimes, it just needs to feel real,” said Tiago Bastos, Creative Director at Think Human. “It’s smart, emotional, and instantly ownable. And it proves that Homes R Us can live at the intersection of family life, humor, and heart.”
CREDITS:
Campaign title: ‘No Room for Scary’
Client: Homes R Us
Rasha El Saadi – Head of Creative at Lals Group
Agency: Think Human
Ahmed Sherbini – Chief Executive Officer
Zeina Korek – Client Partnership Director
Dina Abdo – Sr. Client Partnership Manager
Tiago Bastos – Creative Director, Art Director
Kartik Aiyar – Creative Director
Marcelo Zylberberg – Associate Creative Director
Allan Khoury – Sr. Art Director
Hamdan Parvani – Sr. Art Director
Production house: Xcave Studios
