IKEA Spain Captures Horrors of Multi-Generational Living

According to 'Youth, Housing and the Future,' a study conducted by the research firm Ipsos for IKEA in collaboration with Talento para el Futuro, one in four young people is postponing their move out of the family home due to the difficulty of accessing housing.

Against this backdrop, IKEA’s new campaign - which debuted on Sunday, October 5th - focuses on practical solutions that make life easier for people living together at home, spotlighting the brand’s new products introduced to the range each year.

Developed by McCann Madrid under the concept 'Living together doesn’t have to be a horror,' the work launches just days before Halloween and draws on the visual language of horror films, tempered with humour.

The campaign portray everyday conflicts between two generations living under one roof and show how different IKEA products help ease these tensions, facilitating more harmonious co-living. The campaign includes multiple executions that reflect frictions from both perspectives - young people and parents - acknowledging a reality that shapes the daily lives of both.

Rafael Jiménez, marketing communications director at IKEA Spain, said, “At IKEA we are acutely aware of the challenges young people in Spain face when trying to access housing, and that many need to stay in the family home until they can become independent. With this campaign, we want to approach this social reality with a constructive, positive lens - offering solutions that make intergenerational co-living easier and help the many enjoy their everyday life in a shared home.”

The campaign comprises four TV spots and digital formats, plus four Digital OOH and four out-of-home pieces that will roll out over the coming months through mid-2026.

In addition, starting October 9th, IKEA Family will launch an initiative for loyalty members inviting them to explore common co-living tensions and enter a drawing for 20 gift cards worth €500 each.