Sleep is a vital component of people’s overall health and well-being. The goal of the campaign was to encourage Finns to sleep better and to pay attention to a sufficient amount and quality of sleep. A better everyday life starts with a good night’s sleep. The idea behind UNEMME is to bring people in Finland together and give everybody a chance to create something beautiful from their dreams together. As an enabler of a better everyday life, IKEA encourages Finns to sleep more. One of the key drivers in the sleeping campaign is to attract people to participate in an experience that gathers data across Finland and allows people to see their sleep affect a collective and calming dream visualization in real-time together with calming sounds and music.
The concept was to bring individual sleeping habits together as a collective experience. Unemme was a real-time evolving digital artwork, a unique reflection of dreams. A completely new way of visualizing data by combining real-time graphics, web technology, streaming, data, art and physical spaces. Realtime generated visualization changed according to the sleep data and the rhythm of actual time of the day. The artwork transformed its shapes, colors, movement and behavior based on the data inserted by participants.
Integrated advertisement created by 20/20 Helsinki, Finland for IKEA, within the category: House, Garden.
Real Time Graphics: Zoan
Technical Production: Evermade
Music And Sound Design: Ville Hyvönen
Campaign Title, Print & Social Media Assets: Ryhmä Creative
Media Agency: Toinen PHD
Creative Director: Jyri Rapo
Client Director: Mia Oksala
Copywriter: Liisa Paasio
Art Director: Jenny Rinta-Kanto
Art Director UI/UX: Marina Veziko