Description
From mouth tape to weighted blankets – people are obsessed with getting a good night’s rest. But in today’s world of influencers and AI-generated reviews, it’s hard to know what actually works. So to prove that getting a satisfying sleep starts with getting a good (and affordable) mattress, IKEA set out to take a fresh approach to customer testimonials.
In a first-of-its-kind social experiment, IKEA invited real sleep talkers to sleep on their mattresses on location in the IKEA North York store, gathering real-time reviews through the ultimate sign of a deep sleep – sleep talking.
Capturing every mumble, grumble, and snore, the recordings served as genuine product reviews, proving just how well you can sleep on an IKEA mattress.
This professional campaign titled 'Sleep Talk Reviews' was published in Canada in July, 2025. It was created for the brand: IKEA Canada, by ad agency: Rethink. This 360° medium campaign is related to the Household Products and Other industries and contains 1 media asset. It was submitted 4 months ago.
Credits
Chief Creative Officer: Aaron Starkman
Chief Creative Officer: Mike Dubrick
Group Creative Director: Robbie Percy
Group Creative Director: Caroline Friesen
Group Creative Director - Copywriter: Geoff Baillie
Group Creative Director - Art Director: Zachary Bautista
Associate Creative Director - Copywriter: Justin Santelli
Associate Creative Director - Copywriter: Jordan Darnborough
Associate Creative Director - Art Director: Nick Noh
Copywriter: Jordan Darnborough, Justin Santelli, Geoff Baillie
Art Director: Nick Noh, Zachary Bautista
Chief Strategy Officer: Sean McDonald
Head of Strategy: Julian Morgan
Strategy Director: Emma Bayfield
Group Account Director: Kiara Wilson
Account Director: Tori Zenko
Account Supervisor: Rachel Rava, Queenie See
Account Manager: Bhumika Baweja
Copywriter: Julie Day-Lebel
Senior Broadcast Producer: Mark Pan
Broadcast Producer: Narissa Ward
Senior Integrated Producer: Jenna Fullerton
PR Account Director: Chenda McKissick
Public Relations Specialist: Claire Tam
