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