2019 Winner




GoldConnection Strategy

SilverData/Tech Strategy

There really is no escaping the rush of new mattress brand entrants, many of which like to blanket the internet with awareness campaigns. The only way IKEA could be heard was to wait for its competitors to be quiet.

Somehow, our culture has prioritized being busy (or simply getting sucked into a Youtube rabbit hole) when they should be sleeping. So IKEA and Rethink reminded people of the importance of sleep while they were avoiding it, with ads that ran on YouTube between 10:30pm and 3:30am. IKEA’s Swedish spokesman interrupted viewers by asking why they were up watching cat videos or sports highlights, and gave them the time, noting when IKEA would be open again so they could purchase a better mattress in the morning.

Whispering sweet Swedish nothings in sleepy ears worked, and the campaign led to a 17% increase in traffic to IKEA.ca, as well as a Gold in Connection Strategy and a Silver in Data/Tech.

Creative Director: Aaron Starkman, Christina Yu, Ian Grais, Chris Staples
Art Director: Zachary Bautista
Writer: Andrew Chhour
Strategist: Sean McDonald, Stacy Ross
Producer: Shelby Spigelman
production Company: FRANK
Director: Rodrigo Garcia Saiz
Editor: Brian Williams
Assistant Editor: Paula Hicks
Director of Photography: Chris Mably
Executive Producer: Danielle Kappy
Line Producer: John Barreiro
Post Production House: Saints Editorial
On-Line: Andrew Rolfe, Fort York VFX
Grading: Wade Odlum, Alter Ego
Audio House: Vapor-RMW
Audio Producer: Ted Rosnick
Engineer: Art Mullin
Account Manager: Sarah Riedlinger, Daniel Riggi, Marie Lunny

Need help? Contact Clare O'Brien at 1-416-408-2300 x307 or cobrien@brunico.com.