IKEA is proving it’s there for every jump scare this Halloween in its latest integrated campaign.
Halloween Essentials, which launches today through 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. It puts a comical spotlight on the universal experience of being at home and reaching for these soft furnishings when Halloween movie marathons get tense.
The comical campaign will run in every country across MENA, including a significant focus across the United Arab Emirates (UAE) region. The work will dominate the spooky season with punchy print placements, OOH spots and social media moments that run from Monday through to early November.
The campaign was inspired by the simple human truth: a spooky a 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.
Halloween Essentials marks the latest creative chapter within IKEA and INGO’s partnership, which has focused on delivering the simple yet clever campaigns, notably Proudly Second Best, Guilty Pets and Supporting First Steps, which have amplified IKEA’s products as everyday home essentials.
Each visual was photographed by the renowned Ale Burset, who has captured some of the world’s most celebrated in their iconic campaigns. The media planning for the campaign was handled by EssenceMediacom.
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Dan Fisher, Global Chief Creative Officer, INGO: “Every great idea starts with a truth, our partnership with IKEA is built on finding them and bringing them to life. 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.”
Nicolás López and Fernando Montero, Executive Creative Directors, INGO: “Can a Halloween campaign skip monsters, blood, and pumpkins? Absolutely. ‘Halloween Essentials’ isn’t just a campaign—it’s a collection of everyday products that become essential during horror-movie season, proving how IKEA can turn real life into relevant storytelling.”
Carla Klumpenaar, GM Marketing, Communication & Interior Design, IKEA Al-Futtaim: “For so many of us, Halloween has become a night in, watching scary films with loved ones. What we often don’t realise is how IKEA is right there when the jump-scare strikes. This brilliant campaign, grounded in human truths and three of our products, celebrates this moment with a sense of humour.”
INGO sits within the Ogilvy Group network, which is part of WPP.
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
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