In time for Halloween, IKEA has launched the new “Monsters Not Included” campaign in partnership with Ogilvy’s Berlin and UK offices.
IKEA’s latest Halloween campaign offers a fresh perspective on the age-old childhood fear that has been known to haunt every generation – bedroom monsters. Whether it’s them hiding under the bed, inside the closet, or behind a curtain, it’s a fear that children can relate to.
The ad campaign calms fears as they simultaneously stroke them, promising that no monsters come with their furniture but recommending a night light just in case.
The first ad in the campaign is the Släkt bedframe, which features the Fado table lamp. The commercial commences with an eerie slow-motion shot as the viewer peers underneath a dark bed frame. As the underside of the bed comes into complete focus, the night light turns on, promising consumers that monsters are not included.
The second is for the Småstad wardrobe, with the ad following the same trope: a slow pan into an open wardrobe before the night switches on, revealing no monsters inside.
“Monsters Not Included” went live in Germany and the U.K. this month. The films are supported by outdoor and print campaigns.
CREDITS
Chief Creative Officer (EMEA): Dr. Stephan Vogel
Chief Creative Officer (Germany): Dora Osinde
Global Executive Creative Director (UK): Daniel Fisher
Executive Creative Director (Germany): Felipe Galiano, Matt Longstaff
Global Creative Director (UK): Juliana Paracencio
Senior Copywriter (Germany): Rafael Quintal
Senior Art Director (Germany): Cheryl Lee
Senior Designer (UK): Laurence Blake
Senior Arabic Writer (UAE): Karim Sherif
Client Service Director (Germany): Melina Boelen
Hogarth Post Production Executive Producer (Germany): Meike Sinemus
Video Editor (Germany): Dominik Bull
Production Company: Flying Eye Studio
Director: Marcello Amora
Music: DaHouse
Music Supervisor: Wonder Bettin, Lucas Mayer, Silvio Erne
SFX: Wonder Bettin
Executive Producer: Cassiano Derenji
Color Grading: Basis Berlin
Colorist: Pippo Color
