Clearly, advertising has changed drastically. While brands, marketers, production houses, and creatives across the globe are crafting films to ‘wake people up’, the IKEA Complete Sleep campaign to promote the launch of its new bedding collection aims to lull people to sleep.
How? That’s a great question. The creative campaign ideated and implemented by Memac Ogilvy harnesses the power of a yawn. which are notoriously contagious, to evoke a sensation rather than solely pushing a product, thus gently offering the soft, comfortable bedding as the solution for the sleep that naturally rises to the fore.
“Your dog yawns, you yawn. You yawn when someone yawns in a movie. You probably yawned
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
