IKEA – The Great Sleep
IKEA Deutschland GmbH & Co. KG, Hofheim-Wallau
thjnk hamburg gmbh, Hamburg
The brief for this campaign was to awaken people’s interest in the wide variety of individual sleeping solutions offered by IKEA. Introduced in the form of a TV commercial across various online channels, the idea was to cast four people representing the four sleeping types of “hard, soft, warm and cold”. The winners were invited to spend an unusual night, together with a partner of their choice, in one of four different sleeping environments. The videos of the various sleeping experiences were then distributed through social networks.