Won't wake the baby ads

Digital Advertising Other - Series


Rethink, Toronto/Montreal/Vancouver
w: rethinkcanada.com

Ad Agency: Rethink Client: IKEA Canada Creative Director: Aaron Starkman, Mike Dubrick, Leia Rogers, Morgan Tierney, Hans Thiessen Art Director: Charmaine Cheng Writer: Evan Kane Strategist: Sean McDonald, Shereen Ladha, Stacy Ross Media: Carat Producer: Anna Tricinci Audio House: Vapor Music Engineer: Ryan Chalmers Audio House Creative Director: Ted Rosnick Audio House Producer: Kat Stewart Account Director: Sarah Riedlinger, Daniel Riggi

Winning Website: rethinkcanada.com/work/ikea/2020/digital-social/ikea-wont-wake-the-baby-ads

We decided to buy up all the ad space on popular sleep playlists for babies on Spotify 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.