IKEA’s new “Halloween Essentials” campaign humorously positions its SMÅNUNNEÖRT duvet, KLOTSTARR cushion and MYRULL throw as emotional shields for horror movie nights. Launched across MENA with focus on UAE, the integrated campaign spans OOH, print and social, celebrating cozy at-home scares over costume parties this Halloween season.
IKEA is taking its place on the couch for Halloween this year — right next to you, hiding under a duvet during a horror movie. In a delightfully self-aware and humorous new campaign titled Halloween Essentials, the Swedish home brand has leaned into a deeply universal human behaviour: using soft furnishings as emotional armour when things get frightening on screen.
Launched today across the MENA region with a strong spotlight on the UAE, the integrated campaign is led by boutique creative agency INGO and showcases three IKEA classics — the SMÅNUNNEÖRT duvet cover, KLOTSTARR cushion and MYRULL throw — not as décor, but as survival gear for jump scares.
Rather than dress-up, parties or pumpkin mania, IKEA celebrates the quieter and arguably more relatable side of Halloween: staying home with family or friends, bingeing horror films, and instinctively diving behind the nearest pillow when ghosts or demons appear. The tone is playful, cinematic and sharply self-aware, transforming these everyday items into comically heroic protectors of mortal souls (or at the very least, fragile nerves).
The campaign will be unmissable across outdoor, print and social media from Monday through early November, dominating the season with eye-catching visuals shot by celebrated photographer Ale Burset — best known for capturing global icons in award-winning brand campaigns. Media strategy and execution are being driven by EssenceMediacom.
Halloween Essentials continues IKEA’s ongoing streak of clever, human-first storytelling with INGO — a partnership responsible for viral hits like Proudly Second Best, Guilty Pets and Supporting First Steps. Each has flipped everyday IKEA products into emotionally meaningful lifestyle companions. This new chapter simply swaps parenting and pets for goosebumps and ghost stories.
At its core, the work is built on a simple but powerful insight: that a night of horror movies at home can be just as thrilling — if not more — than an elaborate night out in costume. And in those tension-heavy moments, nothing feels more essential than something soft, familiar and instantly huggable.
This Halloween, IKEA isn’t just furnishing your home — it’s protecting your peace. The SMÅNUNNEÖRT might just be 100% cotton. But tonight, it’s also courage.
