IKEA has launched an integrated campaign to prove that it’s there for its customers for every jumpscare this Halloween.
‘Halloween Essentials’, created in collaboration with boutique creative agency INGO, puts some of the iconic brand’s products – the SMÅNUNNEÖRT duvet cover, the KLOTSTARR cushion and MYRULL throw – front and centre across every execution.
The work puts a comical spotlight on the universal experience of being at home and reaching for these soft furnishings when spooky Halloween movie marathons get tense.
“For so many of us, Halloween has become a night in, watching scary films with loved ones,” said Carla Klumpenaar, GM Marketing, Communication & Interior Design, IKEA Al-Futtaim.
“What we often don’t realise is how IKEA is right there when the jump-scare strikes.”
The comical campaign has launched across the MENA region, including a significant focus in the United Arab Emirates (UAE). The work aims to dominate the spooky season with punchy print placements, OOH spots and short social media films, running until early November.
The campaign is inspired by the simple human truth: a spooky night watching horror films with loved ones is just as thrilling as a big night out in fancy dress. IKEA and INGO drew on this insight to position the brand’s trio of products as the essential companion – and ultimate shield – from on-screen frights when watching scary films on Halloween.
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Nicolás López and Fernando Montero, Executive Creative Directors at INGO, explained that the campaign’s creative direction aimed to skip the seasonal tropes of monsters, blood, and pumpkins. Instead, the work positions IKEA’s everyday products as Halloween essentials, showing how the brand can turn real life into relevant storytelling.
“This brilliant campaign, grounded in human truths and three of our products, celebrates this moment with a sense of humour,” said Klumpenaar.
“Every great idea starts with a truth, our partnership with IKEA is built on finding them and bringing them to life,” said Dan Fisher, Global Chief Creative Officer, INGO. “This one was simple and universally relatable: when things get scary, we all hide behind the nearest cushion or duvet cover. It’s smart, subtle and another example of IKEA and INGO turning everyday life into creativity that connects.”
The visuals were shot by renowned photographer Ale Burset, while EssenceMediacom handled media planning.
Credits:
Client: IKEA Al-Futtaim
GM Marketing, Communication & Interior Design: Carla Klumpenaar.
Regional Marketing Manager: Dina Al Sahhar.
Regional Marketing Specialist: Houda Sfar.
Regional Marketing Specialist: Mohamed Maihoub.
Regional Digital Marketing Leader: Jay Quadras
Agency: INGO The Agency
Global CCO: Liz Taylor.
Global CCO: Daniel Fisher.
Executive Creative Director: Nicolás López Bravo, Fernando Montero.
Art Director: Andrea Lopez-Boado.
Copywriter: Anna Breinfalk.
Photographer: Ale Burset.
Executive producer: Marcela Moracci.
Director: Ale Burset, Mariano Legname Garcia.
Producción: Timing!
Producer: Isabel Fuertes.
Digital Retouching: Eduardo Navarro.
Music Company: HOOKED Music GmbH
Sound Design / Post-Production: HOOKED Music GmbH
Music & Sound Composer: Camilo Remolina, Jan Finck Barboza
