IKEA

Challenge

Living together at home can sometimes feel like a horror story. As intergenerational living becomes increasingly common, IKEA set out to spotlight everyday domestic tensions while introducing its 2025 product highlights. The challenge was to connect with real-life situations through a culturally relevant lens—one that felt timely, relatable, and rooted in people’s shared experiences at home.

Strategic Solution

Under the Convive Better concept, the campaign drew inspiration from the visual language of horror films and the spirit of Halloween to portray everyday household conflicts with humor and empathy. Through bold storytelling and recognizable scenes, the work shows how IKEA’s design solutions help turn moments of friction into more comfortable, livable experiences. The campaign unfolded across multiple formats, seamlessly blending product, narrative, and pop culture.

Results

A creative campaign that transforms everyday life into something memorable. Convive Better connects emotionally by reflecting people’s own “domestic fears,” reinforcing IKEA’s role as a brand that understands real life and offers practical design solutions—even when home feels like it’s straight out of a horror movie.