IKEA -
Sleep Festival 2022
Campaign Strategy
Creative Direction
Music Production
Video Production
Talent Management
Social Activation
SLEEP is universal and essential. It is something we all strive to get enough of (especially as we grow), and we've had our fair share of love-hate relationship with it.
IKEA understands that, and even made it a point to celebrate sleep every year globally - to once again remind us the importance of complete sleep (not just sleep) through its Sleep Festival campaign.
Our brief was too fun to even begin. How do we spark sleep conversations on social media, and inspire people to not just talk about it but to take action to sleep, literally? We had the opportunity to solidify our creative visions into creative reality - to run a sleep movement on Reels via an originally produced #IKEAzzz Sleep Tune.
The campaign was supported with productions of hero campaign video, ASMR videos, along with twelve Alpha KOL's content - which collectively garnered over 1,000,000 views over a 3 weeks campaign timeframe.
We're honoured to be appointed by IKEA Malaysia to produce the first ever branded IG Reels in Malaysia (probably also the biggest sleep movement on Reels, you tell us ;)).
