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Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Integrated / 2012

IKEA wanted a campaign that would revitalise the long running claim for its bed offer: ‘Better Sleep for Everyone’. So we asked six of Sweden’s most talented musicians to compose modern interpretations of classic lullabies. We turned the resulting songs into six music videos each featuring an artist in a bed. We first aired the music videos on TV, then created a website where you could watch them and read more about the artists and their respective beds. We also released the songs on an album. With a cover that looked, surprisingly, a lot like a banner for IKEA. We could also follow people as they logged into iTunes and bought our commercials for 99 cents each.

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