IKEA – An Ad that puts you to sleep | #IKEASÖMNIG

IKEA is a multinational brand with Swedish roots that sells ready-to-assemble furniture and more. You wouldn’t be surprised if you heard about a mattress by IKEA that helps someone sleep. However, the brand’s new innovation is as astonishing as it is effective. The IKEA SÖMNIG is a print ad designed to make people fall asleep.


As depicted in the advertisement created by Ogilvy & Mather, utilizing the ad as a sleep-aid is quite simple. All you need to do is pluck out the ad from the magazine and set it up close to your bed. The ad plays white noise that has been scientifically proven to enhance sleep quality. Furthermore, the ad has been printed using lavender infused ink. The aromatic lavender port further amplifies the sleep-inducing capability of IKEA’s newest innovation.

We feel that the world’s sleepiest print ad is a work of creativity and thoughtfulness. The fact that it solves an everyday problem is what makes it work.

Brand: IKEA
Campaign: #IKEASÖMNIG | Sleepiest print ad
Advertising Agency:Ogilvy & Mather, Dubai, United Arab Emirates
Group Head: Gary Rolf
Art Director: Gary Rolf
Copywriter: Rohit Venkatesh
Additional Credits:Tarek Shawki, Ami Popat, Mahmoud Hassan, Tarek Bawab, Pierre Alkhoury, Ryan Gonsalves, Muhammad Umair, Inshad Usman, Aliza Siddiqi, Craig Fawcett, Mark Cruzem, Aurangzaib Zafar
Clients: Carla Klumpenaar, Amer Yaghi, Binita Chowdury

This Print Advertising campaign is about:
Sleepiest print ad, Creativity, Ogilvy & Mather, IKEA, Advertisement, Furniture, Direct Marketing, Design, Print Ad, United Arab Emirates, Retail Services, IKEA SÖMNIG

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