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IKEA: IKEA SÖMNIG - The sleepiest print ad ever made


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The innovative IKEA SÖMNIG ad pushes the boundaries of what can be achieved in the traditional medium of print. It’s not just advertising a product – using sound and scent, it enables the user to experience the benefits of the brand’s bedroom products in an immersive way that can be of genuine benefit. In a nutshell, we created a flat pack sleeping aid in the form of a print ad.

To help the people of the UAE get better sleep, we created SÖMNIG (Swedish for sleepy). An ad the emits white noise through a tiny speaker - scientifically proven to help sleep.* The ad was printed using lavender infused ink and has an embedded lavender port for longer lasting fragrance. A scent known to relax and lower heart rate.

SÖMNIG was designed to perfectly demonstrate what IKEA's range of bedroom products do – give you a great night of quality sleep.
Credits Other credits

Account service: Tarek Shawki, Ami Popat, Mahmoud Hassan

Production: Tarek Bawab, Pierre Alkhoury, Ryan Gonsalves, Muhammad Umair, Inshad Usman, Aliza Siddiqi, Craig Fawcett, Mark Cruzem, Aurangzaib Zafar, Sonam Mahadev, Xeniya Tkachenko, Basma Abdou

Clients: Carla Klumpenaar, Amer Yaghi, Binita Chowdury

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