The concept for IKEA’s sleeping campaign draws inspiration from the sleep of an individual. It brings sleeping habits together as a collective experience by combining technology, data, real-time visualization and physical spaces. Unemme was a unique real-time evolving digital artwork that reflected the way people sleep. A living, breathing multi-sensory dreamscape with different shapes, colours, textures, movement, and music transforms and evolves real-time based on the users’ feedback.
 

They are combining data, real-time graphics and art in unseen ways.

As an enabler of a better everyday life, IKEA encourages Finnish to sleep more. One of the key drivers in the sleeping campaign was to attract people to participate in an experience that gathered data across Finland and allowed people to see their sleep affect a collective and calming dream visualization in real-time together with calming sounds and music.

The evolving visualization transformed the user’s sleep habit into dreamy visuals inspired by nature.

The abstract dreamscape was inspired by nature and its organic elements – an ever-changing flow of natural forms that feels soothing and meditative. This was strengthened by combining the visuals with the evocative music composed by Ville Hyvönen.
The evolving visualization transformed the user’s sleep habit into an abstract structure representing the user’s sleep rhythm. Real-time generated visualization changed according to the rhythm of the day’s actual time: dawn, daylight, dusk and night. The artwork transformed it’s shapes, colours, movement and behaviour based on the amount of data inserted by participants; in other words, it was a generative entity of its own, which transformed continually.
The data structure style drew inspiration heavily from the nature such as wind in the long grass, cloud formations, feathers, flora, and movement of aerial landscapes.
 

From digital to physical experience.

The artwork was also placed physically in urban places so people could experience the collective dream on their way to work in the morning and as a calming factor in the city’s busy areas.
Real-time evolving data dream sculptures were transformed from the IKEA campaign site to IKEA stores, physical locations and different digital media platforms.

The digital artwork was displayed in IKEA stores, Helsinki airport, the Helsinki Music Centre, IKEA.fi, social media channels, banners, emails, sms, youtube, radio channels, Finnish magazines and newspapers.

Results

The multimedia sleeping campaign reached in total of 1 960 000 people. The IKEA Unemme campaign collected all together 83 623 hours of sleep, including an impressive 11 065 amount of sleep data and 8 787 people joining the contest. The average amount of sleep during the campaign was 7,6 hours. People spent on average 1:45 minutes on the campaign page, and there were in total of 24 283 page views.
 

Credits
Campaign: IKEA Unemme
Client: IKEA
Country Marketing Manager: Anu Koskinen
Marketing Communication Manager: Johanna Vihonen
Content Specialist: Johanna Tirkkonen

20/20
Creative Director: Jyri Rapo
Art Director: Jenny Rinta-Kanto
Art Director UI/UX: Marina Veziko
Client Director: Mia Oksala
Copywriter: Liisa Paasio

Film
Director: Jyri Rapo
DOP: Anton Tevajärvi
Producer: Mia Oksala
Projection: SUN Effects

Real time graphics
ZOAN

Technical production
Evermade

Music and sound design
Composer: Ville Hyvönen

Campaign title, print & social media assets
Ryhmä Creative

Media Agency
Toinen PHD

Credits
Advertising Agency: Saatchi&Saatchi Croatia, Zagreb, Croatia

Tags:
Graphic Design, Croatia House, Public Interest, NGO, Violeta, Saatchi & Saatchi, Product packaging, Public awareness, Health, colon cancer, Print Advertising, Packaging design, Toilet paper

Combining both predators and their prey into a single canvas using negative space to express the predatorial and vulnerable glory. The posters feature animals and visual tricks, such as the outline of an unsuspecting bunny rabbit between the legs of a bird of prey, and a giant squid using its tentacles to form part of the outline of a sperm whale.

Credits
Brand: National Geographic
Advertising Agency: Rocket Yard, Tallinn, Estonia
Art Director: Oussama Founi
Illustrator: Andrea Minini

This Print Campaign is related to:
Rocket Yard, Estonia, National Geographic, Public Interest, NGO, Advertising Agency, Graphic Design, Illustration, Print advertising, Animals, Wildlife

That’s true of people all over the world—and now of cola, too. Or at least ALI COLA, the first cola that comes in different skin colors. Call it a cola in aid of greater tolerance. #cheerstotolerance

The cola in skin colors is not a special edition, but an innovative product relaunch. By the way: Of course, all six colors taste exactly the same. #toleranzschmeckt

Credits: 
Advertising Agency: loved, Hamburg, Germany
Creative Directors: Karl Wolfgang Epple, Matthäus Frost
Photographer: Dirk Weyer
Chief Creative Officer: Armin Jochum
Accounts: Ilker Yilmazalp, Philipp Stamer
Public Relations: Teresa Köster
Retouching: David Kowalski
Final Artwork Operation: Manuel Caliebe, Louisa Bartholdi

Credits:
Category: Public interest
Client: Stop exclusion
Agency: cavalcade
Country: Switzerland
Creative Director: Julien de Preux
Art Director: Julien de Preux
Copywriter: david von ritter

The film starts from the POV of a 14 year old crying girl, who is worried about her dignity and safety. She tells her father, who is the epitome of protection and care, “#DearDaddy, I will be called a wh*re”, highlighting the gravest problem of mental and physical abuse that has knowingly or unknowingly been inflicted on women and girls in the global society. And most of which goes unnoticed.

What starts as a joke in the teenage years in college (calling girls a wh*re, sl*t or other expletives) don’t just remain that. They have far more negative ramifications on the minds of teens and adults who say it and the ones who have to listen it as well. The throw away comments, the jokes all add up to the misery of girls who experience all forms of abuse in their everyday life, right from unwarranted physical touch to verbal abuses. And if that is not stopped, nobody can protect the girl, even her dad.

The video goes on to highlight how even the father in his college days had once jokingly called one of the girls, a ‘wh*re’. While he may not have meant it totally (yes, that’s how we defend verbal expletives, don’t we?) there are things that shouldn’t be treated as jokes. Ever.

As per the reports by WHO, 1 in every 3 women worldwide experience cases of physical or mental abuse, usually from a male partner, and for that to stop, everyone has to show zero tolerance for violence against women. It should start right away- from the first day, when someone calls a girl, a ‘wh*re’. Because it isn’t a joke, it’s the foundation of deeply engraved culture that says ‘it’s ok’, ‘it’s just a joke’ when clearly, it isn’t. Never tolerate violence against women – say it loud. That’s what the video has to say and it has already been watched by millions of people across the globe.

What’s your take on it? Have a look and share your comments.

Contributors:
Schjærven Advertisng Acency
Gry Sagvolden, Copywriter
Jens Gundersen, Art Direction
Knut Røse, Client Director
Mari Kristina Skaar Gjelstad, Project Manager
Jens Irvung, Graphic Design
Marianne Blindheim Eriksen, Content Manager
Pål Østen Rygh, Developer
Sarah McDonald, Norwegian voice/ English voice

Tangrystan Film Poduction
Beate Tangre, Producer
Nina motzfeldt, Project Manager
Gry Sætre, Producer
Jakob Strom, Producer and Director
Tormod Berge, Finishing
Alexan Magnusson, B-foto
Henrik Bel Gaied, Production Manager
Sarah Grey, Producer
Henrik Bellan, Production Manager
Nina Hobert, Composer and Swedish voice
Andres Rignell, Cinematographer
Alexan Magnusson, First assistant camera
Ola Ohlsson, Editor (Chimney)
Ole Marius Elvestad, Second Unit Tilt Drone
Christian Rudheim, Locationfinder
Sabina Törnberg, Colorist (Stopp)
Mattias Eklund, Sound (Chimney)
Christoffer Glans, Camera/First assistant camera
Johanna Louise Hügle, Mobil camera/actriss

Clockwork Postproduction
Gard Andreassen, Agency Producer
Hannah Hunter, Post Producer
Vårin Andersen, Cut
Andreas Aanerud, Media Manager
Ronny Aagren, Online and Cut
Semming Haraldsen, Sound design

CARE Norway
Hilde Vanvik, Marketing and Communications Manager
Therese Leine Søgård, Project Manager and Communications Advisor

Thank you to Artistgruppen, c/o Jones och Fröken casting for helping out with the casting.
And to all the actors, THANK YOU.

The campaign is supported by NORAD, the Norwegian Agency for Development Cooperation.

All time favorite movies in minimal poster art.