Title | IKEA BETTER SLEEP, BETTER TOMORROW |
Brand | IKEA JAPAN |
Product / Service | IKEA SLEEPING COMFORT |
Category | B05. Best use of Ambient Advertising: Stunts & Live Advertising |
Entrant | ADK Tokyo, JAPAN |
Entrant Company: | ADK Tokyo, JAPAN |
Advertising Agency: | ADK Tokyo, JAPAN |
2nd Advertising Agency: | DRILL Tokyo, JAPAN |
Credits | |
Executive Creative Director | Ken Shimizu |
Creative Director | Osamu Enari |
Copywriter | Takeshi Tsuji |
Planner | Masaharu Osawa |
Account Supervisor | Hiroko Uchigaki/Kazuha Okuda/Yuka Nakahata |
Producer | Ryuji Ueno |
Art Director | Akio Yamauchi |
Using real pillows and mattresses, we showed that a better day comes after a better sleep in a story format. This was displayed in the underground passage in Shinjuku, a place packed with one and a half million commuters and shoppers each day. It is a crowded place, where people feel the tiredness from a hard day of work. In addition, a “Sleep car” was placed around the city, which offered people the experience of a quality sleep by trying out IKEA products.
“BETTER SLEEP. BETTER TOMORROW”