Ikea has launched a new regional campaign titled “Halloween essentials”, created in collaboration with the creative agency Ingo. The campaign focuses on the familiar, lighthearted reality of staying home for a spooky movie night — and the instinctive need to reach for something soft when the jump scares hit.
Rather than leaning on typical Halloween imagery such as ghosts, pumpkins, or dark fantasy, the campaign spotlights three everyday Ikea home essentials: the Smånunneört duvet cover, the Klotstarr cushion, and the Myrull throw. Each item is positioned as the perfect companion — and sometimes, the perfect shield — during tense horror-movie moments.
The campaign will run across the Mena region, with a strong presence in the United Arab Emirates. It includes print executions, out-of-home placements, and social content scheduled from late October through early November.
The concept is rooted in a simple, relatable truth: for many people, a Halloween spent watching scary films at home with friends or family is just as thrilling as a night out in costume. Ikea and Ingo used this insight to place the brand’s soft furnishings at the center of the Halloween experience, transforming ordinary household items into emotional comfort anchors.
The visuals were photographed by Ale Burset, known for his work with international fashion and lifestyle brands, while media planning was handled by EssenceMediacom.
Dan Fisher, global chief creative officer at Ingo, explained the campaign’s core idea: “When things get scary, we all hide behind the nearest cushion or duvet. It’s smart, subtle, and another example of Ikea turning everyday life into creativity that connects.”
Nicolás López and Fernando Montero, executive creative directors at Ingo, noted that the campaign deliberately avoids traditional Halloween tropes: “‘Halloween essentials’ is about showing how everyday products become essential during horror-movie season. It proves that real life is full of storytelling moments.”
Carla Klumpenaar, GM marketing, communication and interior design at Ikea Al-Futtaim, added: “For so many of us, Halloween has become a night in with loved ones. This campaign celebrates that shared moment with humor and warmth.”
