IKEA - "Won't wake the baby ads"

Rethink Communications Inc.

Rethink Communications Inc. Montreal, Canada

Awards

3037

Brand: IKEA
Country: Canada

Advertiser: IKEA

Title	Won't wake the baby ads
Agency	Rethink Communications Inc.
Campaign	Won't wake the baby ads
Advertiser	IKEA
Brand	IKEA
Posted	November 2020
Business Sector	Media, Publishing & Production
Story	IKEA discovered that many new parents use whitenoise and other ambient sounds to play in the background to help keep their babies asleep - and many turn to Spotify playlists to create this environment.More than half of all Spotify users are using the free version of the service, which means their peaceful playlists are interrupted by ads, and with many new parents not being able to afford luxuries like paid subscription services, many are taking to Twitter to air their frustrations about the interruption of their baby’s precious sleep.We decided to buy up all the ad space on popular sleep playlists on Spotify for babies and create a series of ads that matched the tone of the tracks in the playlist. We created eleven ads, each with unique SFX like whitenoise, raindrops, and ocean waves, so as not to wake the baby. All the while, a soothing, whispered VO from IKEA’s longtime Swedish spokesperson for the past 17 years, Jonas, delivered our sleep message.
Media Type	Digital
Sound Design Company	Vapor Music Group
Creative Director	Aaron Starkman
Creative Director	Mike Dubrick
Creative Director	Leia Rogers
Creative Director	Morgan Tierney
Creative Director	Hans Thiessen
Art Director	Charmaine Cheng
Copywriter	Evan Kane
Production Company Producer	Anna Tricinci
Strategy Director	Shereen Ladha
Account Director	Sarah Riedlinger
Account Director	Daniel Riggi