Ikea needed to overcome a misperception that their mattresses were cheap and not standard North American sizes. They wanted an integrated National campaign to help customers choose the right mattress. Before sleep became cool, we created a "Sleep Coach", who offered deadpan advice on how sleep better by choosing the right mattress.
Ikea
Sleeping Better
Ikea’s Sleep Coach leaned into insights about different types of sleepers and guided people to find their mattress match. We leaned into the idiom that counting sheep helps you fall asleep, and even incorporated counting live sheep into the experience.
Mattress Maker
The mattress matchmaker took into consideration height, weight, personal sleeping position, as well as types of mattresses and mattress features when recommending a mattress.
"Sleep Better and You" was a Webby Award winner in the highly competitive Retail Category and also won the People's Choice Award.
My Role
Drawing on my observations as a new parent, I conceived of the idea of the Sleep Coach. Everyone, especially the client, loved the use of humour as a way to talk about sleep. I oversaw the website design and development through to launch, ultimately winning two Webby Awards Honoring the Best of the Internet and Best Use of Video or Moving Image.
Credits
Associate Creative Director: Bronwyn Anderson
Writer: Michael Clowater
UX/Associate Creative Director: Andrew Lockheart
Art Director: Ella Potyrala
FE Development: Adrian Steigler
Executive Creative Director: Mike Kasprow
Production: Pie in the Sky Studios
Photography: Jason George