IKEA has a long running claim for their bed offer, ”Better Sleep for Everyone”. They wanted to revitalise the claim in a campaign that would engage every man, woman and child in Sweden. To do this we asked six of Sweden’s most talented musicians to compose modern interpretations of classic lullabies. The six songs were then turned into six music videos featuring six artists in six beds. The music videos were aired on tv. And after a while they started to appear on radio stations and blogs.
A website was created where you could watch all the videos, read more about the artists and their respective beds. We also released the songs on an album. With a cover that looked, surprisingly, a lot like a banner for IKEA. So as a grand finale we could follow people as they logged into iTunes and bought our commercials for 99 cents each.
Art Directors Club