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Award: Wood Pencil

Wood Pencil / Digital Advertising / Art Direction for Digital Advertising / 2012

IKEA wanted to revitalise the long running claim for its bed offer: ‘Better Sleep for Everyone’. We asked six of Sweden’s most talented musicians to compose modern interpretations of classic lullabies. We turned the songs into six music videos each featuring an artist in a bed. We created a site to host the videos and released the songs on an album. With a cover that looked, surprisingly, a lot like a banner for IKEA. Of course, we could follow people as they logged into iTunes and bought our commercials.

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