IKEA: Ghost
IKEA Czech Republic tasked Triad Advertising Prague with reinforcing its 'happy home' brand purpose by addressing the critical, yet hidden, issue of domestic violence. The client wanted to spark a national conversation, drive traffic to NGO support services, and advocate for better victim protection laws, targeting a broad audience to break the silence surrounding psychological and physical abuse within the home.
Creative Idea
A horror story revealed that a woman's 'ghost' was actually her abusive husband.
IKEA subverted horror movie tropes by depicting a woman tormented by an invisible force, only to reveal her husband as the 'ghost,' effectively dramatizing the hidden nature of domestic abuse to champion the brand's vision of a safe home.
Turning a Safe Haven into a Haunted House
The Horror of the Invisible
To capture the suffocating atmosphere of psychological abuse, director Marek Partyš and production house Bistro Films leaned heavily into the visual language of supernatural cinema. The 90 - second film utilized practical effects - slamming doors, moving furniture, and flickering lights - to mirror the "invisible" terror experienced by victims. This creative choice was rooted in a sobering insight: 47% of Czech women have experienced mental abuse at home, yet it often remains unseen by society. By framing the abuser as a "ghost," Triad Advertising highlighted how domestic violence transforms a sanctuary into a site of constant vigilance.
Impact Beyond the Screen
The campaign's objective extended far beyond brand sentiment, aiming for systemic change. Following its launch on the International Day for the Elimination of Violence against Women, the film sparked a massive cultural dialogue that reached the highest levels of government. The initiative successfully opened a direct line of communication with the Czech and Slovak governments regarding domestic violence legislation and victim protection. IKEA backed this message with a clear stance: "Domestic abuse is real even if it is not always visible... Every home should be a safe place."
A Tale of Two Ghosts
While the 2020 Czech campaign focused on social impact, it is frequently contrasted with the 2018 UK "Ghosts" spot directed by Dougal Wilson. While the UK version used vibrant textiles and a K7 soundtrack to drive a 5.9% sales increase, the Czech "Ghost" served as a stark reminder of the brand's responsibility to address the darker realities of domestic life. Together, these campaigns demonstrate the brand's range - from whimsical "maverick" fabrics to serious advocacy for human rights.
Creative Strategy Deconstructed
Company
IKEA's 'for a happy home' purpose provided a credible platform to address anything threatening domestic safety and well-being.
Category
Furniture retailers typically focus on aesthetic comfort and functional living, ignoring the darker, private realities occurring behind closed doors.
Customer
Victims of domestic abuse often feel isolated and invisible, while the public frequently overlooks signs of non-physical, psychological torment.
Culture
Increasing awareness of 'shadow pandemics' and domestic safety during lockdowns made the timing for a serious home-focused intervention critical.
Company
IKEA's 'for a happy home' purpose provided a credible platform to address anything threatening domestic safety and well-being.
Category
Furniture retailers typically focus on aesthetic comfort and functional living, ignoring the darker, private realities occurring behind closed doors.
Strategy:
Use horror metaphors to expose the invisible reality of domestic abuse, reinforcing IKEA's commitment to safe homes.
Customer
Victims of domestic abuse often feel isolated and invisible, while the public frequently overlooks signs of non-physical, psychological torment.
Culture
Increasing awareness of 'shadow pandemics' and domestic safety during lockdowns made the timing for a serious home-focused intervention critical.
Strategy:
Use horror metaphors to expose the invisible reality of domestic abuse, reinforcing IKEA's commitment to safe homes.
Results
The campaign reached up to 70% of the population in Czechia, Slovakia, and Hungary. Google registered a +500% increase in searches for domestic abuse topics. Visitation of NGO websites grew 4x more visits. The number of calls for help doubled (2x more requests for help). A shift in society has begun, with partnerships with other major companies (Vodafone, IKEA, Avon) creating the "Academy Against Domestic Abuse." The Slovak President noticed the campaign, and IKEA became part of a national action plan for the development of Slovakia. In Czechia, the campaign contributed to the final adoption of an amendment to the Czech law to protect victims, an effort that had been ongoing for 20 years.
70%
population reached in the region
+500%
increase in Google searches for domestic abuse
2x
more requests for help to NGOs
Strategy Technique
Make the Invisible Visible
Domestic violence is often a hidden, private struggle; by using a ghost as a metaphor, IKEA physically manifested the unseen psychological terror, forcing a public confrontation with a silenced issue.
Explore Technique
Creative Technique
Horror movie
By adopting the visual language of a supernatural thriller, the campaign built suspense and misdirection, making the final reveal of human-driven abuse more shocking and emotionally resonant for the audience.
Explore Technique
Craft Breakdown
The campaign's power lies in its cinematic tension and the jarring transition from supernatural dread to cold, human reality.
The use of low-key lighting and claustrophobic framing perfectly mimics high-end horror to maintain the narrative's deceptive premise.
Eerie ambient creaks and sudden, sharp noises build a visceral sense of anxiety that mirrors the victim's constant state of hyper-vigilance.
The seamless integration of suspenseful visuals and unsettling audio ensures the viewer is fully immersed in the horror before the reality hits.
