IKEA’s ‘Halloween Essentials’ OOH campaign

IKEA Al-Futtaim has launched a clever and relatable Out-of-Home (OOH) campaign across the MENA region, including a significant focus on the UAE, by rebranding its everyday soft furnishings as “Halloween Essentials.” Shifting the focus away from traditional costume parties and haunted house tropes, the campaign taps into the universal, intimate truth that when a horror movie marathon gets tense, the nearest cushion or duvet becomes the ultimate shield against the jump scare. The work by boutique creative agency INGO avoids the clutter of seasonal clichés—no pumpkins, no fake blood—instead, it uses minimal, clean art direction to highlight the moment of instinctual fear. 

The visuals, photographed by Ale Burset, feature close-up, high-quality shots of products like the SMÅNUNNEÖRT duvet cover, the KLOTSTARR cushion, and the MYRULL throw, captured in the act of being clutched, grabbed, or pulled over a head in terror. These images balance an editorial polish with everyday, relatable human truth. The tactile textures and cozy color palettes of the textiles are emphasized, making the products the heroes of the scene and communicating both comfort and utility in a single frame that commuters can instantly understand. 

Rooted in the insight that a spooky movie night at home is the new Halloween ritual, the campaign successfully positions IKEA products as emotionally relevant companions for this shared experience. By transforming its ordinary home goods into seasonal icons, the brand delivers a message that is smart, subtle, and built on shared human behavior. The result is an OOH system that is consistent and instantly readable across large format print and outdoor placements, proving that effective seasonal storytelling can be achieved by turning real life into relevant and humorous advertising.