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IKEA leaves out the spooks in its Halloween campaign

Al Futtaim IKEA launched a short campaign just in time for Halloween.

Created and conceptualised by Ogilvy Germany and Ogilvy UK, the campaign features a series of eerie videos and pictures that take inspiration from hidden monsters.

The videos begin with rooms shrouded in darkness, accompanied by the sounds of owls hooting, children laughing rounded off by ominous sound effects.

The clip then ends with the reveal of the furniture item, with a footnote saying that monsters were not part of the furniture , “*monsters not included.”

Monsters not included

Each of the videos showcase different products from the brand that are generally associated with the concept of hidden monsters across various media.

In the closet, under the bed or behind the curtains are common-lore spots for monsters to hide. Hence, IKEA featured its products, Skält, a bed frame, Småstad, a wardrobe, and Majgull, Black out curtains.


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Chief Creative Officer (EMEA): Dr. Stephan Vogel
Chief Creative Officer (Germany): Dora Osinde
Global Executive Creative Director (UK): Daniel Fisher
Executive Creative Director (Germany): Felipe Galiano, Matt Longstaff
Global Creative Director (UK): Juliana Paracencio
Senior Copywriter (Germany): Rafael Quintal
Senior Art Director (Germany): Cheryl Lee
Senior Designer (UK): Laurence Blake
Senior Arabic Writer (UAE): Karim Sherif
Client Service Director (Germany): Melina Boelen
Hogarth Post Production Executive Producer (Germany): Meike Sinemus
Video Editor (Germany): Dominik Bull

Production Company: Flying Eye Studio
Director: Marcello Amora

Music: DaHouse
Music Supervisor: Wonder Bettin, Lucas Mayer, Silvio Erne
SFX: Wonder Bettin
Executive Producer: Cassiano Derenji

Color Grading: Basis Berlin
Colorist: Pippo Color