The outside of each blind displays a price and a product from IKEA’s sleep range, such as pillows, duvets, and mattresses.
IKEA has teamed up with Åkestam Holst NoA to show that creativity and functionality go hand in hand
The company has launched a series of specially printed roller blinds to reach more people with their affordable products.
The outside of each blind displays a price and a product from IKEA’s sleep range, such as pillows, duvets, and mattresses, turning every window into advertisement for IKEA when the blinds are drawn.
IKEA Sweden’s marketing communication leader Jonas Westberg said the brand invited everyone to become one of their sleepfluencers.
“The selected participants received a roller blind free of charge in exchange for turning their windows into billboards for IKEA while they sleep,” he said.
“This is a way for us to give back to our customers while also gaining visibility in a new and innovative way.”
The campaign, which launched in Sweden, has seen an enthusiastic response.
Roller blinds have been sent out to households across the country, turning windows into ads while helping more people get a good night’s sleep.
Åkestam Holst NoA creative Michal Sitkiewicz said the campaign is a fun and unconventional way to help people sleep well while also promoting our affordable range to even more people.”
“As with all our campaigns, we aimed to highlight the essence of IKEA’s Democratic Design – making great products accessible to everyone,” Sitkiewicz said.
“This campaign is a playful example of how we could take a simple everyday product and turn it into something both functional and innovative.”
Credits:
IKEA
Jonas Westberg, Marketing Communication Leader, IKEA Sweden
Sanna Green, Integrated media leader, IKEA Sweden Felicia Asklund, Marketing Communications Manager, IKEA Sweden
Åkestam Holst, NoA
Michal Sitkiewicz, Art Director
Eva Wallmark, Art Director
Rickard Beskow, Copywriter
Sophia Wattjersson, Client Director
Anna Nollendorfs, Account Manager
Daniel Vaccino, Creative Director
Anna Forsberg, Final art
John Müllendorfs, Production
Sindra Liebe, Planner
Jerker Winther, Head of Planning
Hugo Wallmo, Creative designer
Carlos Carrasco, DoP/Editor/Grade
Joanna Nilsson, Film Producer
