Inside the tightening horror of IKEA’s ‘The Uncreakening’ | Pages Da

IKEA, via the Chep Network, helps overcome the fear of creaks at night.

The furniture store wants to reiterate that creaking furniture is nothing to be afraid of. It simply needs to be tightened again. So on Halloween, the spookiest day of the year, IKEA launched “The Uncreakoning” disguised as a horror movie.

The 23-second spot depicts an eerie night in a family home, focusing on a dark and empty bedroom. The audience’s attention is drawn to a presence waiting in the shadows of the bed, only to realize that it’s only mom who fixes the screaming and howling with the help of a trusty allen wrench from IKEA.

The promotion went live in Australia on 31 October 2022.

AdNews spoke with CHEP’s creative director, Fee list: “The Uncreakening is about raising awareness of an important practice that many of us rarely think about – furniture tightening.

“When it comes to our popular furniture, people start to worry if they hear it creak or see a wobble. But that’s not necessarily the end of that product’s life, for the most part it’s still perfectly good furniture. It just needs to be tightened again

CHEP copywriter, Robert Boddington: “Screws, nuts, bolts and other fixtures naturally loosen, which means that all furniture slowly begins to lose the tightness it had when it was put together over the years.

“Retraction is easy to do and can help keep pieces out of the furniture graveyard. IKEA actually reminds people to tighten their furniture in their assembly instructions.”

CHEP Executive Creative Director, Justin Rubensaid: “The Uncreakening is a great way to remove the fear of creaking furniture and encourage people to repair rather than replace furniture.

“Launching an audio-focused idea on social platforms that are traditionally seen as audio forced us to think more creatively about how we could leverage subtitles.

“We increased the scare factor by using descriptive subtitles such as ‘werewolf’ instead of just ‘wolf’ and ‘terrified screaming’ instead of your usual ‘scream’. This ensured a great viewing experience with sound on or off.”

CHEP art director, Jack Robertson talks about the creative strategy of incorporating a horror trope into what will later become a humorous and light-hearted campaign.

Robertson: “The trope of creepy, creaky furniture has been used in scary movies for decades. We hijacked it to create surprising PSAs hidden within short, creepy films that play out the classic ‘creaky’ moments. And what creepier date to launch than Halloween? It felt like a good opportunity to make this message relevant and fun.”

CHEP Creative Director, Cass Jam: “People think they’re watching a Halloween movie and then get a message reminding them to ‘uncreate’ their furniture at home.

“All communications drove viewers to a hub where they could read more about re-upholstering furniture and buy IKEA tool kits. The Uncreakening was the perfect blend of entertainment and education.”

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