2021 Winner

To position IKEA as a true “sleep expert,” Rethink looked to an audience with erratic sleeping patterns: newborn babies and their exhausted parents. The agency found that parents use whitenoise playlists on Spotify to help their babies sleep. However, more than half of them use the free versions of the service, which means their peaceful playlists are interrupted by ads.

IKEA wanted to prevent babies from being woken up by loud commercials, so it purchased all of the ad space on sleep playlists and ran quiet ads with ambient sound effects. The campaign supported IKEA’s bedroom event and drove a CTR that was 25% higher than the Spotify average.

Credits

CCO: Aaron Starkman
Executive Creative Director: Mike Dubrick
Head of Art: Joel Holtby
Creative Director: Aaron Starkman, Mike Dubrick, Leia Rogers, Morgan Tierney, Hans Thiessen, Joel Holtby
Art Director: Charmaine Cheng
Writer: Evan Kane
Head of Strategy: Sean McDonald
Strategy Director: Stacy Ross, Shereen Ladha
Broadcast Producer (in house): Anna Tricinci
Production Company: Vapor Music
Audio Director: Ted Rosnick
Engineer: Ryan Chalmers
Audio Producer: Kat Stewart
Media: Carat
Account Services: Sarah Riedlinger, Daniel Riggi
Agency: Carat
Vice President, Group Account Director: Karen Hrstic
Account Director: Tracey Cronin
Account Director: Vanessa Coutinho
Media Planner: Monalyn Quelnat
Media Assistant: Crystal Kim