- Client
- Homes R Us
- Markets
- UAE and GCC
- Channels
- Social, digital and in-store
The challenge
Halloween offered Homes R Us a cultural moment, but the opportunity had to do more than borrow seasonal imagery. The campaign needed to connect the brand’s products with how children and families actually experience their homes.
The human insight
Children often fear what they cannot see. Light changes the room, but imagination changes the feeling. A shadow can stop being threatening and become the beginning of a new character or story.
The idea
No Room for Scary made that transformation literal: turn on the light and fear becomes friendship. At the centre was the Monster-Friendly Edition, a limited collection of lamps, nightstands and bedframes designed to make bedtime brighter, safer and more playful.
From story to store
The platform ran across social, digital and in-store activations throughout the UAE and GCC. Products were not placed around the story; they helped resolve it, connecting emotional relevance to a clear retail role.
Think Human developed the campaign with production partner Xcave Studios as a playful expression of Homes R Us at the intersection of family life, humour and heart.
Credits
- Creative Directors — Tiago Bastos and Kartik Aiyar
- Associate Creative Director — Marcelo Zylberberg
- Senior Art Directors — Allan Khoury and Hamdan Parvani
- Client Partnership — Zeina Korek and Dina Abdo
- Production — Xcave Studios
