• Loading…

Lullabies

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.

Register Now to
Keep Reading

Once registered you will have access to this article and all other feaures, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again