IKEA’s “Halloween Essentials” campaign by INGO rebrands cushions, throws, and blankets as horror movie protectors, launching OOH, print, and social across MENA for cozy fright nights.
IKEA Al-Futtaim has launched the “Halloween Essentials” campaign, humorously reimagining its everyday soft furnishings as protective shields for horror movie nights at home. Through a collaboration with boutique agency INGO, the effort spotlights the KLOTSTARR cushion, SMÅNUNNEÖRT throw, and MYRULL blanket as indispensable companions against jump scares during spooky film marathons.
The campaign taps into the relatable ritual of cozying up indoors for Halloween, where a simple cushion or duvet becomes an impromptu barrier during tense scenes, blending everyday utility with seasonal fun. Creatives Nicolás López and Fernando Montero sidestepped clichés like monsters or pumpkins, instead letting product textures and colors shine in visuals captured by photographer Ale Burset.
Running through early November across MENA— with heavy emphasis in the UAE—the rollout features punchy print ads, out-of-home displays, and snappy social videos planned by EssenceMediacom. Carla Klumpenaar, GM Marketing at IKEA Al-Futtaim, said: “Halloween often means family movie nights, and IKEA stands ready for every fright.” INGO’s Global CCO Dan Fisher added: “We turn universal truths into connecting creativity—here, hiding behind a throw is pure relatability.”
This marks another chapter in IKEA-INGO’s run of smart, product-centric work like “Proudly Second Best” and “Guilty Pets,” proving home staples can own cultural moments with wit.
