The IKEA “Õudu tarvis!” (“You Need Something Spooky!”) campaign set out to make the brand stand out during Halloween, a season most major Estonian companies avoid. The idea was to transform the IKEA Världens travel bag into a playful Halloween creature by placing a light inside it, bringing the product “to life” across digital, social, and outdoor media. Despite a small budget, the campaign achieved impressive results with 1.2 million impressions, 216,000 unique views, and thousands of interactions, proving that a simple creative twist can generate major impact.