IKEA: The Sleepiest Print Ad Ever Made, 2

Credits & Description:

Media: Print
Category: Home appliances & furnishings
Client: Ikea
Agency: Memac Ogilvy Dubai
Country: United Arab Emirates
Art Director: Gary Rolf
Copywriter: rohit venkatesh
Group Head: Gary Rolf
Account service: Tarek Shawki, Ami Popat, Mahmoud Hassan
Production: Tarek Bawab, Pierre Alkhoury, Ryan Gonsalves, Muhammad Umair, Inshad Usman, Aliza Siddiqi, Craig Fawcett, Mark Cruzem, Aurangzaib Zafar, Sonam Mahadev, Xeniya Tkachenko, Basma Abdou
Clients: Carla Klumpenaar, Amer Yaghi, Binita Chowdury
Published: May 2018
Synopsis:
The innovative IKEA SOMNIG ad pushes the boundaries of what can be achieved in the traditional medium of print. It's not just advertising a product, using sound and scent, it enables the user to experience the benefits of the brand's bedroom products in an immersive way that can be of genuine benefit. In a nutshell, we created a flat pack sleeping aid in the form of a print ad. To help the people of the UAE get better sleep, we created SOMNIG (Swedish for sleepy). An ad the emits white noise through a tiny speaker - scientifically proven to help sleep. The ad was printed using lavender infused ink and has an embedded lavender port for longer lasting fragrance. A scent known to relax and lower heart rate.
SÖMNIG was designed to perfectly demonstrate what IKEA's range of bedroom products do – give you a great night of quality sleep.
#IKEASÖMNIG