Bedroom curtains blowing in the wind creeped me out as a kid, thanks to a too-young viewing of “The Exorcist.” But that spooky image, and several others, get defanged in an Ikea campaign for Halloween reassuring children that the chain’s furniture comes totally monster-free.
Three films below, created by Ogilvy, start off creepy but soon dispel any notions of horror—giving kids peace of mind, much as parents can expect to sidestep any horror stories when choosing Ikea for their home furnishings.
Ogilvy U.K. and Germany created the campaign for Al-Futtaim Ikea, which includes the markets of Egypt, the UAE and Qatar.
“Our newest Halloween campaign is deeply personal to me as a parent, and I believe it will not only resonate with families in the Middle East, but also worldwide,” said Carla Klumpenaar, general manager, marketing, communication, HF and retail design at Al-Futtaim Ikea. “Beyond providing well-designed, functional home furnishing products and solutions, we're offering peace of mind to parents. Let's say goodbye to monsters together with Ikea.”
The campaigns includes the print/digital executions below.